Bank trust departments tend toward dark wood paneling and dignified,
pinstripe-clad folks who reassure silver-haired clients that they
can preserve wealth for generations. Instead of targeting
senior citizens who had made a pile, this trust department campaign
went after middle-aged professionals who were still actively
acquiring their wealth.
The objective was to sell up-and-coming rich people
SunTrust's investment counseling services so the
up-and-comers could concentrate on making money and let
SunTrust make that money make more.
The target audience's hot button was simple: greed. The
trick was selling greed clearly and effectively while
not being so in-their-soon-to-be-wealthy faces that the
campaign was a turn-off. A BrainPosse member developed a
direct-response magazine campaign based on sophisticated
cartoons that conveyed the benefit with a light touch.
The campaign exceeded its first year's response
objective in just three months. A sales brochure
also developed by the BrainPosse member helped sell 80%
of the prospects who received a trust department
presentation. The first year's revenues were 400% of the
original goal.
