WINSTON-SALEM, N.C.,
Sept. 15, 2017 /PRNewswire/
-- BB&T Corporation (NYSE: BBT) today unveiled a new brand
campaign highlighting its complete focus on the client. The
campaign features the tagline "All we see is you" and includes TV
commercials and digital marketing efforts.
"For the past several years, we've expanded into new growth
markets and begun our digital transformation. With the best
associates in the business, it's the perfect time to share our
brand story in a meaningful way and show prospects and clients we
remain completely focused on their needs," Chief Client Experience
Officer Dontá Wilson said. "Our research clearly shows that our
strength – a client-centered consultative approach delivered with
exceptional client service – is exactly what consumers want. It's
who we are – waking up every day focused on our clients and
passionate about helping them achieve their financial dreams. More
than ever, this brand campaign brings that message home."
"We're sending a message to the market that says, 'All we see is
you,'" said Director of Marketing and Advertising Strategy
Kim Moore. "And it's much more than
just a tagline. In a world with so many distractions, we're telling
our clients our priority will always be them. And the 'we' in our
tagline is all of our associates coming together to meet and exceed
our clients' expectations."
The campaign is based on two television ads, both anchored with
the closing line: "BB&T. All we see is you." To highlight
BB&T's complete focus on the client, the anthem spot,
"Attention," showcases the significance attention can have in our
everyday lives. The spot depicts authentic, slice-of-life images
including a mother showering attention on her baby and the awkward
attention a public birthday serenade may bring. While attention can
be good or bad, the spot shows how the right attention can lead to
the best outcomes, like the undivided attention BB&T provides
its clients.
The second TV spot, "Birthday," follows a couple preparing to
celebrate an important milestone in their lives – a birthday party.
They meticulously prepare for the big moment – assembling
decorations, picking out the cake and hanging balloons – as
BB&T's brand is described: "At BB&T, we see things
differently. Our one-and-only focus is you. And working with you so
you can live your best financial life." The spot's surprise ending
illustrates how everyone has their own priorities and reinforces
BB&T's commitment to helping each client achieve their own
unique wants, needs, hopes and desires.
The ads, and the brand strategy behind the campaign, were
created by BB&T's agency of record, Charlotte-based advertising, digital and
public relations agency Luquire George Andrews (LGA). To build a
foundation for the new brand effort, LGA and BB&T conducted a
comprehensive brand study to understand the changing needs of
banking customers and further define BB&T's unique position in
the market.
"Our research clearly showed consumers want a relationship
completely focused on their financial wants and needs," said LGA
President Peggy Brookhouse. "This lines up perfectly with
BB&T's long-time relationship-based approach to client service.
This ad campaign highlights that, while everyone has different
financial priorities and needs, BB&T's singular focus is
uniquely positioned to meet clients right where they are."
The ads will run in key TV markets and on digital platforms
throughout BB&T's footprint starting Monday, Sept. 18.
About BB&T
BB&T is one of the largest
financial services holding companies in the U.S. with $221.2 billion in assets and market
capitalization of $36.7 billion as of
June 30, 2017. Building on a long
tradition of excellence in community banking, BB&T offers a
wide range of financial services including retail and commercial
banking, investments, insurance, wealth management, asset
management, mortgage, corporate banking, capital markets and
specialized lending. Based in Winston-Salem, N.C., BB&T operates more
than 2,100 financial centers in 15 states and Washington, D.C. A Fortune 500 company,
BB&T was recognized as one of Forbes' 2017 Best Banks in
America and is consistently recognized for outstanding client
service by Greenwich Associates for small business and middle
market banking. More information about BB&T and its full line
of products and services is available at BBT.com.
About Luquire George Andrews
Luquire George Andrews
(LGA) is one of the Southeast's premier advertising, digital and
public relations firms helping leading brands connect with
marketplace opportunities. Based in Charlotte for more than 30 years, LGA's broad
range of clients includes major regional organizations and global
Fortune 500 companies such as American Tire Distributors, Babson
Capital Management, BB&T, Belk, Bojangles', Carolina Panthers,
National Gypsum, PGA of America, Piedmont Natural Gas, RSM and
Snyder's-Lance. For more information visit www.lgaadv.com.
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SOURCE BB&T Corporation