Regions Financial Corporation (NYSE: RF) today announced the launch of its 2008 advertising campaign, which emphasizes why customers should expect more and highlights the financial guidance Regions provides to help customers reach their destination in life. This campaign marks the first significant strategic marketing initiative as the new Regions under one banner since completing its merger integration in December 2007.
Supporting the brand positioning initiated last July, Regions will continue to use its signature lifegreen bike as the icon to signify the consumer experience as well as carry the theme and campaign message. Simplicity, freedom, friendly and easy are just a few of the words used to describe a bike ride, which is the same experience Regions is working to create in banking.
“This campaign is the next generation of what we launched last summer,” said Scott Peters, Regions chief marketing officer. “We’ve since found through our initial research that people can relate to Regions’ lifegreen bike. The advertising speaks to the banking experience with Regions, how we are positioned today to help our customers reach their chosen destination for the future, and the roadmap we can help them design to reach their financial goals.”
The campaign’s brand-building objective incorporates a powerful value proposition to increase understanding of how Regions’ various solutions focus on meeting customer’s individual needs. The advertising is situational, focusing on key life events such as saving for a comfortable retirement, funding a child’s education, purchasing a home or growing a business.
“Our brand reinforces that it is time for our customers to expect more … more convenience, satisfaction, and better products,” said Peters. “Our plan is to build a bond with the customer and make banking with Regions uncomplicated, accessible and enjoyable as we help customers reach financial destinations important to them.”
Campaign Specifics
Regions will implement its brand positioning in the 16 states where it serves customers through an integrated marketing campaign, which includes a mix of local and national television, radio and print as the cornerstone of the plan. Online and outdoor advertising as well as point of sale and direct marketing programs will be incorporated to support the overall effort. Print debuted Sunday, January 6, and the initial television ads and radio spots premiered Monday, January 7.
The campaign is expected to run in 65 designated marketing areas, or DMAs, throughout Alabama, Arkansas, Florida, Georgia, Illinois, Indiana, Iowa, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Texas, and Virginia.
Birmingham-based Luckie & Company worked with Regions to develop the brand positioning and advertising campaign. Mindshare’s Atlanta office also worked in tandem as part of the integrated team to strategically place the advertising.
“Working with Regions to heighten the visibility of the brand has been a rewarding, creative challenge,” said Brad White, Luckie & Company executive creative director. “From the beginning, we thought the bike would be a tangible icon that would allow us to tell a story. The initial research has confirmed this for us and allowed us to harness the power of the brand as well as hone the market positioning for this campaign.”
Each 30-second television ad features a street intersection, or crossroad. For example, one television ad focuses on retirement featuring the corner of “Regions” and “Gone Fishing.” Another commercial brings a family to the junction of “Regions” and “Every Bit Counts” showcasing checking packages to help with the bottom line. The campaign will include six different television commercials, nine radio spots and numerous print ads that over the course of the year will focus on different lines of business and specific target markets.
About Regions Financial Corporation
Regions Financial Corporation is a member of the S&P 100 Index and Forbes Magazine's "Platinum 400" list of America's best big companies. With nearly $138 billion in assets, Regions is one of the nation’s largest full-service providers of consumer and commercial banking, trust, securities brokerage, mortgage and insurance products and services. Regions serves customers in 16 states across the South, Midwest and Texas, and through its subsidiary, Regions Bank, operates almost 2,000 banking offices and nearly 2,600 ATMs. Its investment and securities brokerage, trust and asset management division, Morgan Keegan & Company Inc., provides services from more than 400 offices. Additional information about Regions and its full line of products and services can be found at www.regions.com.