Campaign: Bank of America - Hispanic
Date: July 2009
Target Audience:
Demo: Hispanic Americans living within the zip codes of the top 10 percent most highly concentrated Hispanic regions in the US
Geo: National - 11 markets
Objective: Supporting a national integrated campaign, digital out-of-home was chosen to reach and influence Hispanic adults living within the zip codes of the top 10 per cent most highly concentrated Hispanic regions of the US to use Bank of America for their banking needs:
- Increase awareness of Bank of America‘s brand & services using a creative full motion medium
- Influence target consumers’ banking decisions to Bank of America by relating with various “life moments”
- Increase the amount of new Hispanic clients and retainment of its current Hispanic clientele
Execution: Working closely with Starcom USA, ADCENTRICITY was able to target Hispanic Americans within vital geographic areas to develop a strategic plan. From there, utilizing ADCENTRICITY‘S platform, ADVenue, over 1,500 screens in various convenience store, gas station, grocery, health care, hospitality and shopping center locations within the zip codes of the top 10 percent highest concentrated Hispanic population were chosen. This campaign involved four different creative’s based on various “life moments”, which rotated in the selected locations depending on venue type.
Results: A research study was conducted on the Bank of America campaign using ADCENTRICITY’s newest service, “Research Lite”, a partnership with Peoplecount. The study was developed in order to determine brand recall, message recall, ad influence and product usage. The study determined that 66 percent of the individuals surveyed noticed the digital screens within the venue. The campaign effectively reached the targeted consumer within the venues, with 57 percent of all respondents being Hispanic. In addition, 37 percent of the respondents were current Bank of America clients and 40% said they would likely recommend Bank of America to a family member or friend.
The campaign is expected to serve more than 3,244,131 played ads, with an audience impression of 91,962,676. *(Results not available at time of publishing).
