SUNTRUST BANK —
SUPER BOWL DIGITAL STRATEGY
Agency: StrawberryFrog
Role: Creative Strategist
StrawberryFrog — the Cultural Movement agency located in the Empire State Building —is all about building brands by sparking cultural movements. The regional bank SunTrust turned to StrawberryFrog to rebrand itself by launching a movement to inspire people to think about money in a new way.
The challenge
When SunTrust bank launched it’s movement to help people, especially Millennials, move from financial stress to confidence with a groundbreaking national Super Bowl spot —how do we ignite the movement in the digital space?
The solution
I was part of the digital strategy team, working closely with key clients from web, eCRM, insights & research, social and content teams, as well as external agency partners to launch onUp.com.
CONFIDENCE STARTS HERE.
The creative director & I designed a ”Buzzfeed-like” quiz as the center stage of the website, giving people a fun status on their money moves. Also, allowing SunTrust to give onUpers personalized finance hacks to inspire them to take a step toward financial confidence.
The onUp movement had almost 7 million participants, and helped grow client account faster than at any time in SunTrust’s history.
Team
Creative Director/Copywriter: Stuart Fink
Lead Strategist: Briana Campbell
Creative Strategist: Lotta Glimstedt (me)
Art Directors: Kevin Gladwin & Rachel Reno
Creative Director, Infusion: Michael Redding
Super Bowl commercial:
OnUp.com when it launched:
The mental wealth quiz:
