Most banks talk about money rationally, yet our relationships with money are mostly emotional. We helped Regions get real about the role they play in people’s lives with a brand platform that shows how they focus on the person behind the money and all the things – large or small – that customers consider bigger than banking. After all a savings account isn’t just a savings account. It’s a wedding or a college education. Or sometimes just a way to make the little things happen – like Taco Tuesday.
Bigger than Banking goes beyond marketing to include how we think about tools, hiring, the in-branch experience… everything. Since its launch, we’ve built better connections and resonance with our target segments and incorporated a strong localization strategy to help Regions feel more relevant in core markets. Best of all, marketing contribution to new accounts has never been higher, while cost per acquisition has never been lower.