Underscoring its focus on using data and insights to develop revolutionary communications plans, Compass Point//McCann was recently awarded a Silver Warc Media Award in Best Use of Data for its Mission:Responsible campaign for Key Bank.
The Creative Idea: KeyBank understands that even the most responsible among us can have an "Oops Moment." And when we do, it can be a hassle. KeyBank is always looking out for you – bringing you more ways to feel confident about your finances.
The communications strategy utilized this idea to connect consumers to KeyBank, showing them that KeyBank understands them and is there to help. While awareness mattered, the key strategies included contextually aligning KeyBank to "oops moments", tightening the definition of our most valuable customer and ensuring that the channels utilized were able to drive acquisition efficiently.
Understanding how our high-value target responds to all media helped us develop a strong campaign around not only driving efficient conversions in digital and social, but also building brand awareness and consideration to new levels. Through the use of this data-first approach, we were able to better inform content that would influence our higher value target.
"Mission: Responsible" was a successful account acquisition campaign, driving double-digit a 17% lift across the total checking portfolio, while also increasing new accounts in KeyBank's top customer quartile by almost 80% +77%. But it was much more than that. It helped consumers navigate a stressful, and often ambiguous, process in tangible, fun ways, and allowed KeyBank to get noticed as a different kind of partner to the responsible among us. Mission accomplished. For more information on the campaign, see our post about the Effie it won at http://www.mccannmpls.com/mr-effective
Congrats to Duke Borgerding, Associate Media Director and Charlie LeCrone, Director of Analytics for the industry recognition!
About the WARC Media Awards:
Warc's Media Awards recognize comms planning which has made a positive impact on business results. The fast-paced change across the media landscape is having seismic shifts on communications planning. As a result, some of the most pioneering thinking occurs at this stage of the process. Through these awards, Warc wants to capture communications planning best practice, showing how brands, their media agency partners and media owners are using new tech and platforms to help meet business objectives. The awards will also recognize brands that are getting the most out of their collaborations, as well as showing how data and analytics are revolutionizing communications planning in real time.