Modern Marketing

‘Leading with purpose’: Behind Truist’s Super Bowl advertising campaign

  • Truist's new campaign targeted Miami residents and sports fans in town for the big game.
  • The merger of SunTrust and BB&T, Truist is working to build brand awareness for the new entity.
close

Email a Friend

‘Leading with purpose’: Behind Truist’s Super Bowl advertising campaign

Truist launched its new visual brand and identity in an out of home campaign around Super Bowl LIV.

The bank, a new company formed from the merger between BB&T and SunTrust, launched in Greater Miami last December and is building brand recognition in that market with new marketing initiatives.

Truist’s first campaign zeroed in on the Super Bowl, which was held in Miami this year, and targeted both local residents and visitors. The bank hired creative agency StrawberryFrog to bring the new brand’s vision to life, centered around a fresh purple logo which combines the heritage BB&T burgundy and SunTrust blue.

“Our Truist campaign has been carefully curated to launch this striking new brand with impact,” said Scott Goodson, founder and CEO of StrawberryFrog. “While the campaign is designed to convey the coming together and merger of BB&T and SunTrust, it is also intended to highlight the aesthetic feeling of the future of finance. In these times the world needs a better bank.”

The campaign incorporates film, outdoor, organic social and digital assets. Truist’s messaging is to make financial services better by incorporating purpose in its activities and delivering an experience defined by advanced technology.

The first campaign emphasizes the message: The Future of Finance. The campaign will showcase the new brand, the new name, and the new Truist Purple logo.

“We wanted to convey Truist’s vision to make financial services better by leading with purpose, delivering an experience defined by personal touch and advanced technology,” said Goodson.

To design its new identity, Truist worked with global brand consultancy, Interbrand. The bank used focus groups, workshops and interviews to gather input from its teammates and clients regarding the new branding.

“This campaign is designed to bring the new Truist vision to life for new and existing clients and to create a clear space for Truist in the public mind,” says Chip Walker, head of strategy at StrawberryFrog.

More Truist advertising will be rolled out online, in branches and out-of-home advertising across Miami throughout February.

“Working closely with StrawberryFrog, we launched the new Truist brand in a bold advertising campaign in South Florida, an important market for Truist, leading up to, during, and after the big game,” said Joli Murtha, svp, brand, advertising and media for Truist.

“From jetways to highways, sports fans and residents were able to experience the Truist through our outdoor advertising across Greater Miami.”

0 comments on “‘Leading with purpose’: Behind Truist’s Super Bowl advertising campaign”

Member Exclusive, Modern Marketing

‘I don’t need you to add a rainbow to your social media’: Daylight’s #CallMeByMyName campaign targets the American Bankers Association

  • The #CallMeByMyName campaign champions for the inclusion of trans and non-binary consumers within financial services.
  • The campaign seeks major financial institutions to redress outdated and exclusionary services and codes of conduct.
Rimal Farrukh | May 18, 2021
Member Exclusive, Modern Marketing

Challenger banks continue to turn to big name celebrities, but micro influencers might work better

  • More challenger banks turn to celebrity partnerships and influencer marketing.
  • Experts say banks and financial institutions might be better off partnering with micro-influencers with strong engagement.
Shehzil Zahid | April 15, 2021
Member Exclusive, Modern Marketing

‘Everyone talks about stickiness, but how do you start the journey to stickiness?’: Behind Q2’s acquisition of ClickSwitch

  • Q2 is acquiring ClickSwitch, which enables new accountholders to more easily port their direct deposits and automatic payments over to a new account.
  • Q2 will add the software to its product sets and make it available to its Banking as a Service clients, too.
Zachary Miller | April 09, 2021
Member Exclusive, Modern Marketing

‘Less than 50 years ago, women could be turned down for a credit card based solely on their gender’: Behind the launch of The Card by Seneca Women

  • The card will reward shoppers for making purchases at women-owned businesses.
  • The move could especially appeal to Gen Z consumers, who place extra weight on companies’ ESG initiatives.
Rivka Abramson | March 23, 2021
Member Exclusive, Modern Marketing

In Balance the Banknotes campaign, N26 uses AR to put famous women on cash

  • Challenger bank N26 launched its Balance the Banknotes augmented reality effect to call out the gender bias in banking and financial services.
  • Only 12 percent of women are represented on banknotes around the world.
Rimal Farrukh | March 10, 2021
More Articles