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Key Private Bank: Over-the-Top Video

Using Over-the-Top Video to Drive Brand Experience Awareness for Key Private Bank

“Average 96% completed view rates on in-app videos and exceeded client goal by 30%”

Situation

Key Private Bank delivers best-in-class services and innovative wealth management solutions to clients. Although they provide exceptional customer service and are a proactive partner to those in the high-net-worth market, they realized how important the client experience is becoming in the financial industry. They turned to Mower to help put more emphasis on the attributes of the Key Private Bank experience in their advertising, challenging us to demonstrate the value that Key Private Bank adds to each client’s life, far beyond simply managing wealth.

Insight

Much like the average consumer, the high-net-worth audience is consuming more media in nontraditional formats. Due to this fact, and along with geotargeting limitations and budget restrictions, we knew broadcast television wasn’t a viable option. Mower instead recommended over-the-top digital video (OTT), which allowed Key Private Bank to show up on different platforms. This granted us the ability to target specific audiences in specific locations. Additionally, this tactic is more cost effective than traditional broadcast and allows our client’s ad to run in more places, from connected TVs to mobile devices.

Solution

Creating an emotional connection with Key Private Bank’s high-net-worth audience was Mower’s priority. We needed to bring the Key Private Bank experience to life and show clients and prospects exactly what they can expect from their relationship with their Key Private Bank advisor.

We developed a creative concept that really put the client at the forefront of everything Key Private Bank does. Because Key Private Bank is more than just managing wealth—they’re an extension of their clients. Key Private Bank is always thinking about a client’s plan, even when the client isn’t. Plus, each gets a personalized team that delivers on their promises. A team that clients can depend on year after year. Generation after generation.

Results

Mower launched both in-app and OTT videos, achieving over four million completed video views in just a few short months. The completed view rates well surpassed expectations, exceeding our goal by more than 30%.

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