We worked closely with the leadership of SunTrust Bank to design, launch and build the onUp Movement against financial stress. The onUp movement activated the SunTrust purpose. From early beginnings inside the organization, onUp transformed the culture and employee rituals. Then we launched onUp to all Americans on the Super Bowl. Results happened immediately, the movement ignited engagement that drove growth, new accounts after years of decline, and we achieved an amazing 5 million participants in onUp. That’s right 5M in a movement for a bank. Bank loyalty was up and attrition rates were down. 81% are more likely to refer others to bank with SunTrust. 74% are more likely to refer others to work at the bank and 74% feel more confident building a long term career at the bank.
Over several years we grew the movement and sales by shifting onUp to be about financial confidence, and delivered that in a broad range of award winning creative work.