KeyBank

KeyBank, the nation’s 13th largest bank, lagged its main competitors in brand consideration and favorability. It needed to break through the clutter with a distinctive strategy, look, and message. Doubling down on the institution’s brand mark, we crafted a campaign no other bank could lay claim to: “Use the red key” – an invitation to consumers and clients alike to unlock their full potential. While TRG can’t take full credit for KeyCorp’s 56% increase in stock price since we partnered with them, we have enjoyed some excellent results since our campaign launched: In the first quarter of 2017, consideration among non-bank customers increased in all 12 markets that received advertising. KeyBank achieved 11.4% deposit growth (vs. a peer average of 6.6%). And the bank exceeded its goal of customer sign-ups for their financial wellness app by 51%.