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.
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