Bank of America: Life's Better When We're Connected

This case study describes how Bank of America reintroduced its brand with an emotional campaign that sought to help customers connect with the things most important to them.

Bank of America: Life's Better When We're Connected

Campaign details

Agency: Hill Holiday, WPP, Lippincott, Starcom/DigitasMedia: StarcomResearch: Millward Brown, Oliver Wyman

Introduction

In April 2013, Bank of America reintroduced its brand by launching its "Life's Better When We're Connected" campaign targeting customers and other company stakeholders. This cross-media campaign was designed to rebuild an emotional connection with our customers by using our assets to help them connect with the things that are important to them and help make their lives better. We put the customers in the forefront and acknowledged that the bank is not...

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