At a time of epic disruption in the financial category, how do you increase revenues for a top national bank year after year? How do you raise loyalty and lower attrition rates and generate strong brand advocates for a bank? Not through a traditional advertising campaign. Not these days.
Together with our clients, we have engineered the onUp movement. Internally, we launched the movement to the executives and the employees achieving huge numbers, because movements achieve things that top-down mandates cannot. Today, 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. Using the Super Bowl as a platform, we launched the onUp movement to America, igniting a national conversation about financial stress and the need to rally friends and loved ones to stop it. With over 4.2 million participants in the onUp movement, SunTrust demonstrates the power of a movement.