Key Private Bank
B2C , Financial
With a multitude of options available for consumers to manage their money, human connection has become a crucial differentiator for financial institutions. Key Private Bank sought the help of Mower’s financial marketing pros to demonstrate that the value it adds to each client’s life goes far beyond wealth management.
Our top priority was to create an emotional connection with Key Private Bank’s high-net-worth audience. We needed to show clients and prospects exactly what they can expect from their Key Private Bank advisor: A partner who is always thinking ahead on the client’s behalf—even when the client isn’t, and a personalized team that delivers on its promises, year after year, generation after generation.
We delivered our creative concept for Key Private Bank in the form of an overarching 30-second commercial and four vignettes. The 15-second vignettes depict a the bank advisor interacting with clients in various unexpected scenarios to make the case that its clients are at the forefront of everything Key Private Bank does.
Eschewing a broadcast television ad buy in favor of over-the-top digital video on streaming services proved to be a cost-effective way for Key Private Bank to compete with bigger players. It also let us better target specific audiences and reach them in more places, from connected TVs to mobile devices, with improved tracking and analytics too.
The ad ran on Sling, Hulu and YouTube, and within just a few short months achieved more than four million completed video views—surpassing our expectations by more than 30%.
By portraying a financial advisor in a series of unconventional interactions with his clients, our campaign drove home the very human connection that is at the heart of the Key Private Bank client experience.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.