Building Financial Trust, One Today at a Time
INTRUST Bank, a financial institution committed to serving both consumers and businesses in Kansas, Oklahoma and Northwest Arkansas, wanted to kick off a strategic brand awareness campaign to strengthen its market presence. In 2023, Bozell and INTRUST began work on the “Today” campaign. The concept was chosen to help resonate with a diverse set of audience segments by focusing on everyday moments that matter most to INTRUST’s customers.
Insights
In a crowded industry, where competing banks offer similar services and products, INTRUST Bank saw an opportunity to differentiate itself by highlighting its unique approach to customer service and community engagement. This philosophy is summarized in the company’s tagline, “Tradition for Today.” It blends the institution’s traditional values with modern convenience to appeal to a wide range of customers, from young adults opening their first accounts to established customers, small business owners and commercial clients seeking a trusted financial partner.
Research also revealed that potential customers wanted a bank that understood their unique circumstances and provided a personalized banking experience. By showcasing a deep understanding of customer needs and demonstrating how INTRUST’s values aligned with those of its customers, the “Today” campaign aimed to create an emotional connection with the audience and drive brand awareness. By focusing on moments that matter in their customers’ daily lives, INTRUST could highlight the value of its services and its commitment to helping customers navigate their unique financial journeys.
Execution
Creative collateral for the “Today” campaign was designed with authenticity in mind. It featured customers in relatable, everyday situations, such as dancing or cooking, and a variety of business owners going about their day-to-day work. These scenarios were brought to life through creative storytelling techniques, such as “freeze frame” moments, that paused key scenes to emphasize INTRUST’s understanding that every “today” matters for their customers.
Visual elements, in INTRUST’s signature blue, included an animated line that reinforced its presence in each scenario. Messaging reminded customers of the helpful financial tools and reliable service they can find at INTRUST, while calling back to the bank’s signature slogan through headlines like, “We’re here for your today.” In order to reach a broad spectrum of potential customers, the videos were designed to run across multiple platforms, including cable and streaming television, as well as on social media and display advertising.
Results
The results of the “Today” campaign were impressive, both in engagement and brand visibility. The campaign generated over 31 million total impressions year-to-date (YTD) and amassed 40,877 clicks. With over five million views, the content resonated with the target audience and captured significant attention. Additionally, INTRUST Bank’s brand click-through rate (CTR) averaged 0.56%, vastly outperforming the industry standard of 0.03%.
By connecting emotionally with INTRUST’s audience, the bank was able to not only differentiate itself in a competitive market but also reinforce its standing as a trusted financial partner. This campaign successfully illustrated how the thoughtful integration of tradition with modern convenience creates a compelling narrative, strengthening customer relationships.
