Hassle-Free Account: Mission: Accomplished

Melissa Schoenke, Duke Borgerding and Bridget Mulheran

Campaign Details

Brand: Hassle-Free Account
Brand Owner: KeyBank Corp.
Lead Agency: Compass Point//McCann
Country: USA
Industry: Banks, credit cards, loans, Financial services (general)
Channels used: Content marketing, Direct marketing, Events & experiential, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Radio, Search, Social media, Sponsorship - event, property, Sponsorship - media, Television, Websites & microsites
Budget: 5 – 10 million

Executive summary

While the Big Five banks may outspend KeyBank, and credit unions fight for community loyalty, KeyBank innovated its audience, communication strategy and products to grow its business among its most-valued customers. Like its core consumer, the "Responsible Decision-Maker", KeyBank takes a discerning approach to making investments and is deliberate in considering all available data before refining its tactics. This consumer-inspired approach compelled it to double-down on data to guide its 2015 marketing strategy. Its Mission Responsible campaign identified those "oops moments" that trigger banking fees for even the most organised of customers and provided a Hassle-Free product and campaign to acknowledge them. Using consumer and marketplace insights uncovered from econometric modelling and programmatic activation, KeyBank's campaign successfully decreased cost/acquisition, acquired incremental customers, and upon identifying what made a customer "high value", ensured that a quarter of them were of that ideal group.

Market background and context