Each state across BBVA Compass' footprint will see a :30 television spot that graphically displays the interplay between a customer and a banker through the lens of the customer's "typical" day. With the banker's offer to build a solution around the customer's unique needs using the bank's Build to Order Free Checking(R) product, BBVA Compass positions itself as a relationship building bank committed to finding a solution, regardless of the unique financial situation.
In addition to the television spot, markets across the bank's footprint will see print advertisements also focused on the Build to Order Free Checking(R) product, as well as an array of digital extensions, radio and OOH.
With the implementation of a market-by-market media strategy, BBVA Compass is able to capitalize on each individual market's strength in messaging to consumers.
BBVA Compass is a Sunbelt-based financial institution that operates 578 branches including 306 in Texas, 92 in Alabama, 77 in Arizona, 45 in Florida, 36 in Colorado and 22 in New Mexico. BBVA With the tagline "banking built for you," the advertisements support the BBVA Compass new brand promise "Solutions Built Around You." The brand promise is closely aligned with the BBVA Compass business strategy and its customer-centric, universal banking model.
Through a mix of media which includes TV, radio, online, OOH and print and a Hispanic marketing component, the advertisements demonstrate the holistic approach that BBVA Compass takes to serving clients and tailoring solutions around their needs, thereby offering them banking solutions that will help make their lives easier. It also serves to illustrate the BBVA Compass commitment to identifying opportunities to build solutions around all stakeholder groups, including the communities in which it operates and the employees which it serves.
"As we began the research behind our new brand campaign, we discovered that customers in today's environment are looking for a financial institution that will provide the guidance and support of a partner while allowing them to tailor products to their evolving financial needs," said Frank Sottosanti, Chief Marketing Officer for BBVA Compass. "As a result 'banking built for you' was a homerun in our research and also dovetails perfectly with BBVA Group's global positioning statement, 'We walk alongside our clients through life's stages, anticipating their most important decisions and providing the best possible solutions.'"