Michael McCracken, durante la filmación de los videos
#BankLove is the new digital campaign of Fifth Third Bank on Twitter created by Leo Burnett Chicago. The initiative presents custom videos showing the bank’s appreciation for customers thanking for the bank services in a very original way: the Chicago improv duo Michael McCracken and Bobby Richards performing unscripted musical routines. “People were saying great things about their Fifth Third experiences and we thought that was a great point of difference from other banks” said Dave Loew, EVP, Creative Director at Leo Burnett Chicago. He explained that people don’t have a lot of love for banks, but the agency spent a lot of time listening to Fifth Third’s social communities and found a lot of positive comments and used them for the new campaign. “The idea of being able to go above and beyond for customers who were saying something nice about us in a way that’s really surprising but also delightful was something we were excited to do” said Shannon Paul, VP, Senior Digital Marketing Manager and Social Strategist at Fifth Third. “A bank can say that they care about their customer, but in this case, we wanted to prove it by using the words of real people” said Jon Wyville, EVP, Creative Director at Leo Burnett Chicago. The selection of Michael McCracken and Bobby Richards to perform the videos came, according to Loew, because they had the best musical and singing chops and were very funny. To make sure this they used a scientific measuring device called a “Laugh-o-meter.”
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