Key Private Bank

Over-the-top video highlights the human bond between a best-in-class bank and its affluent audience.

B2C , Financial

Advertising // Digital // Media Planning & Buying // Strategy & Planning

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.

Vignettes tell the story in a compelling way.

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.

OTT let Key Private Bank spend smarter and target audiences with precision.

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%.

4 million

completed video views

96%

completed view rate

We turn brands into friends.

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.