Bank of America: Echoes of Vietnam

Jessica Perrin

Bank of America created an online streaming audio-visual experience based on the Vietnam War to drive positive sentiment among millennials in the US.

Campaign details

Brand: Bank of AmericaBrand owner: Bank of AmericaLead agency: GroupeConnect, StarcomContributing agencies: Hill Holliday, Octagon Frukt, Burson-MarstellerCountry: United StatesIndustries: BanksMedia channels: Content marketing, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, Sponsorship - mediaBudget: 5 - 10 million

Executive summary

Bank of America sought to drive positive sentiment among millennials through its largest corporate responsibility programme: sponsorship of Ken Burns' PBS documentary The Vietnam War. Our key insight was that millennials favour brands that put purpose before profits and...

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