Business Challenge As a mid-sized bank, KeyBank competes against both large national banks and small hometown banks that offer similar services and products.
Strategy Leverage paid and owned media to drive earned media by creating “Cavs Snuggie Night” promotion to allow fans to become part of a Guinness World Record experience and position KeyBank as a hometown favorite.
Results A sold-out crowd of more than 20,000 Cleveland Cavaliers fans donned custom-made Cavaliers Snuggies to set the record for the “largest gathering of people wearing fleece blankets” presented by KeyBank at Quicken Loans Arena. Media Coverage has generated over 780 million media impressions to date. The buzz continued as other teams line up to break this record.
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Watch the Will it Blend promo here.
Business Challenge Paying for your logo to appear next to that of a professional sports team or in stadium advertising during games, no longer provided the same return on investment
Strategy Team Infiltrate the fan experience with dynamic promotions to increase brand awareness, traffic to business channels and customer acquisition.
Results A number of successful initiatives in Cleveland, Denver, Portland and Seattle have helped excite fans about their teams and reinforce KeyBank’s position as a local bank that supports the community.
Business Challenge Help KeyBank cut through the clutter of all the bank competition in the local market.
Strategy This strategy had three objectives. Position KeyBank as a hometown favorite by creating viral video featuring an Etch A Sketch portrait of NBA Superstar Carmelo Anthony, animated in time lapse. Use video and commemorative magnet to extend the campaign beyond the arena and maximize the sponsorship of the Denver Nuggets.
Results The video helped spread the word about KeyBank’s affiliation with and support of the Denver Nuggets. It has received over one million hits to date and has been picked up on countless blogs and websites. It also won the Best in Show and Best Brand Campaign for the American Bankers Association.
Watch the video here.
Business Challenge Increase awareness and favorability for the KeyBank brand within the community.
Strategy Enhance the consumer or fan experience by scripting and producing a Deal or No Deal halftime show that awarded and engaged Cleveland Cavs fans with a chance to win $5,000 cash.
Results You could tell the promotion was a success when no one left their seats at halftime. This promotion helped reinforce KeyBank as a hometown favorite and an institution that supports important pillars in the community and has become a regular part of Key's sponsorship efforts for the Cavaliers, Indians, Pacers and Nuggets.
Business Challenge The competition to win checking accounts has increased steadily over the years. Originally banks gave away a free toaster to sign up for a checking account. Now banks regularly give between $100-$150 to new customers. With similar offers and services being promoted, it was hard to for banks to differentiate themselves.
Strategy Team up with Apple to provide an iPod nano for new customers. This was the hottest product on the market, which helped create a unique promotional item for new customers who were willing to sign up for even deeper, stickier products with the bank. Custom messages and media plans were created to target audiences at various life stages.
Results Key's iPod nano Campaign quickly generated x10 BAU in 6 weeks and became the top new client acquisition driver for Key. Several successful acquisition campaigns followed featuring Garmins, Sony HD Cameras and Kindles. This fully integrated campaign included national print, radio, TV, online, direct mail and guerrilla marketing tactics.
Business Challenge Take the fan connection beyond the arena and capitalize on the excitement around playoffs.
Strategy Develop a digital billboard strategy that spoke directly to the outcome of each basketball game. Fans driving into work the next morning would be greeted with a timely message about last night’s big win.
Results This creative caught the attention of local radio stations and bloggers alike. Throughout the playoffs social media reacted positively to each new message developed.
Business Challenge Help a small Creative Boutique break through the clutter and earn national attention.
Strategy An extensive PR and Social Media strategy was developed to help launch the GV brand into the national spotlight. The strategy included teaming with local and national influencers, using social media to engage consumers in 2-way conversations and creating reactive campaigns around current events.
Results From the unbelievable response to the OKCLE and OSU 12-OH shirts, to the Casino Mural, to a full-page spread in ESPN the Magazine, GV generated countless local and national media impressions. Even Kenny Chesney rocking CleveLand That I Love on stage in front of 70,000 fans. This emphasis on earned media helped double sales consecutive years.
Business Challenge As the Indians headed into the post season, attendance was at an all-time low.
Strategy To excite fans we teamed with popular players Mike Aviles, Jason Giambi, Yan Gomes and Ryan Raburn to create the Goon Squad campaign to rally fans around the team.
Results This campaign featured Apparel, PR and Social Media that quickly went viral as fans and media partners began sending in their pics of the famous pose. The media camped outside of the store waiting to announce new shirt deliveries and ticket sales sky rocketed for the team as they headed into the 2013 MLB playoff run.
Check out the Fox Sports feature.
Business Challenge When LeBron left Cleveland, there was a huge void in city morale and a large blank canvas where LeBron's Nike Banner once stood.
Strategy Team with Sherwin-Williams to create a 10-story tall banner located in the heart of downtown Cleveland that served as a welcome mat to the city and show the companies dedication to Hometown Pride.
Results Local media covered this project every step of the way and social media was a buzzing when this new mural was installed. Feedback was 100% positive for the mural and the Sherwin-Williams brand.
Business Challenge The uber competitive bank industry is tough to stand out in with so many banks offering the same me too products.
Strategy Differentiate KeyBank by offering a new product that most banks were shying away from, the rewards program. A highly targeted media strategy was developed to launch the product nationally. In the Cleveland Market a large scale guerrilla marketing initiative branded #KeyRewardsWeek, was tested to reward an unsuspecting public with freebies for an entire week.
Results The media campaign helped double BAU for checking products. #KeyRewardsWeek not only created an avalanche of goodwill and press, but improved results even more in that area. It turns out people love free parking, movies, popcorn, lunches, ice cream and T-shirts. #KeyRewardsWeek was later rolled out in other major markets.
Check out the video here.
Business Challenge Cliffs Natural Resources had been a major player in mining of natural resources for years, but had never focused much on the Cliffs brand. With competition growing internationally, Cliffs wanted to grab the attention of Wall Street.
Strategy Create a unique look and feel for the Cliffs brand and launch it at a coming out party at the NYSE in front of top investors.
Results The New Cliffs Natural Resources brand was launched in 2011 to top NYSE investors and received it's highest stock rating ever. The rebrand included print, outdoor, website while the event featured invitations, stage design, conference kickoff video, microsite, presentation slides and more.
Business Challenge The proliferation of gang problems in large and small cities, suburbs, and even rural areas over the last two decades led to the development of a comprehensive, coordinated by the United States District Attorney's Office.
Strategy A comprehensive Prevention, Re-entry and Enforcement strategy was created to combat the rise of gangs in targeted areas. The STANCE brand was designed to focus on the Prevention of gangs and helped unite the community to Stand Together Against Neighborhood Crime Everyday.
Athletes and coaches were used as positive role models to encourage children to pursue positive alternatives to gangs and inspire parents, teachers, coaches and other mentors to become positive role models for today’s youth. A website was developed as an aggregate to promote the smaller services and programs that also helped these at risk youth.
Results The three pronged approached helped create a 25% reduction in gang, drugs and gun violence in the city of Cleveland. This initiative has received national recognition and has been replicated across the US.