To transform the culture inside the bank to deliver on the brand purpose, we ignited the onUp movement which inspired trust, passion and motivation among team mates. We raised loyalty and lowered attrition rates. 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.
Once launched inside, we brought the movement to America on the Super Bowl igniting a national conversation about financial stress and the need to rally friends and loved ones to stop it. Today the onUp Movement has achieved almost 5 million participants.
Alongside the onUp movement we delivered brand advertising and communications and gamification that has helped SunTrust achieve growth and results among the emerging affluent.