Challenge: Establish SunTrust as a trusted partner in this day and age when no one trusts financial institutions.
Solution: Stand for something that consumers can genuinely believe in.
Live solid. After the meltdown, that’s what people everywhere were looking for. A way to be solid, live solid, do business with a bank that was solid. SunTrust couldn’t simply claim it, even though they were one of the few banks to emerge unscathed from the economic crisis. Instead, by celebrating people who chose to and believed in living solid – staying out of excessive debt, living within their means, knowing their priorities, focusing on family and loved ones – SunTrust had a platform from which to talk about its own products and services. Products and services that were compatible with people who wanted to “live solid.” The campaign touches on every aspect of people’s lives — television, print, in-branch, collateral, radio, online advertising, microsites and a corporate website – suntrust.com.