SunTrust Online Banking Transformation Campaign

Preparing SunTrust Customers for a Massive Online Upgrade

The year prior to this upgrade, SunTrust had relaunched its mobile app with very little communications. The experience for teammates, clients and the call center employees was not a positive one. The relaunch was under-communicated, and the entire population was under-prepared for the change. Clear expectations had not been set.

The bank, wisely, chose to go a different direction with the relaunch of the online banking platform. We were engaged with just over nine months to prepare communications and educate the audiences.

Don’t Mess with a Person’s Online Bank Account

Early on, we established that changes to online banking could be incredibly disruptive to clients’ day-to-day lives. This was particularly true of the older segment, which might be more resistant to change. We painted a realistic picture of a SunTrust client logging in, unable to find their usual banking solutions and either growing frustrated or calling the call center. This situation was very easy to imagine. The campaign focused on the idea of preparation and expectation.

This branding has received awards at:
IABC/ATLANTA’S Golden Flame