SYNCHRONY BANK – SAVE LIKE A HERO
$43 million in new customer deposits. That’s what happens when you convince people that saving money is the real superpower.
Synchrony Bank had first-class savings products and a real problem: almost nobody had heard of it. To change that, especially with millennials, we partnered with Marvel around the release of Captain America: Civil War to create Save Like a Hero.
The insight was simple: our audience knows saving matters, they just don't know how to start. So instead of another lecture about APYs, we built a campaign around an “average Joe” thrown into absurd, Marvel-sized problems and fumbling every single one. Each spot opened with a snippet of the movie trailer, then cut to our hero learning the hard way that saving the world is, well, hard.
Saving with Synchrony Bank, on the other hand, is easy.
That line became the whole campaign, running across pre-roll video, sponsored social, and a custom Save Like a Hero microsite, with takeovers on Marvel’s social channels, the Synchrony YouTube page, IMDb, and Rotten Tomatoes timed to opening weekend.
What I still like about this one? it would've been easy to lean on the Marvel logo and call it a day. Instead the partnership only worked because the joke was airtight and the insight was true: nobody feels like a financial hero, and that’s exactly why they’ll click.
29% increase in click-through rate
30% increase in brand awareness among millennials
15.5 million video views
$43 million in new customer deposits
Turns out saving the world is hard. Saving with Synchrony? That's easy.
Credits
Creative Director: David Motter
Associate Creative Director: Jeff Richey
Art Director: Caleb Alba
