BBVA USA Launches a New Ad Campaign Designed to Highlight the Bank's Efforts in Helping People and Businesses in Pandemic Recovery

BBVA | August 19, 2020

BBVA USA has launched a new ad campaign designed to highlight the bank's efforts in helping people and businesses take the first steps in their recovery from the pandemic and reach financial milestones in the future. The campaign, entitled "Your Bank for…," is centered around a message of resilience during a time of financial uncertainty, highlighting the bank as a responsive partner and valuable resource. Advertisements launched on TV, radio, digital and social media platforms on August 10 in multiple media markets, with some markets featuring the ads solely on digital and social channels. "We want our customers and potential customers to see BBVA USA for what we are - a compassionate bank that creates opportunities for everyone in any situation," said BBVA USA Chief Marketing Officer Enrique Cornish Stanton. "Our commitment to helping our communities has been demonstrated throughout the pandemic, and that won't slow down as we move forward as a society. Our 5-year strategic plan places a strong emphasis on financial health, and our actions demonstrated that dedication throughout 2020. This ad campaign further amplifies that message." The campaign includes two advertisements, both 15 seconds in length, both featuring life events for businesses and consumers, and a voiceover that promotes BBVA as "your bank for life's opportunities". One advertisement targets a small business audience, and one is for a consumer-focused audience.

Spotlight

Suppose you’re a cable company planning for an upcoming major sporting event. Because of the popularity of the game, corporate leaders identify this as an opportunity to sell premium cable packages to consumers. The company needs to get a message in front of customers quickly. The marketing/advertising campaign has to be planned, developed and launched in a matter of days. At many companies, this near real-time deployment can involve multiple hurdles. A typical marketing organization would need to halt many current activities, assign people, get a concept approved and line up resources to do the work. Start-up and infrastructure costs have to be considered. In short, by the time the campaign is ready, the moment of opportunity may have passed.

Spotlight

Suppose you’re a cable company planning for an upcoming major sporting event. Because of the popularity of the game, corporate leaders identify this as an opportunity to sell premium cable packages to consumers. The company needs to get a message in front of customers quickly. The marketing/advertising campaign has to be planned, developed and launched in a matter of days. At many companies, this near real-time deployment can involve multiple hurdles. A typical marketing organization would need to halt many current activities, assign people, get a concept approved and line up resources to do the work. Start-up and infrastructure costs have to be considered. In short, by the time the campaign is ready, the moment of opportunity may have passed.

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