Insight
Bank of America sought a partnership that would move brand sentiment and, importantly, align with its goal to address global issues that matter. In 2014, Bank of America partnered with (RED) and U2 to join in the fight to deliver an AIDS free generation. After a successful launch programme around the Super Bowl, Bank of America looked to reinvigorate engagement in its effort, create impact and drive new donations around World AIDS Day on December 1st and Giving Tuesday (December 2nd).
Strategy
After 5 years of net negative sentiment, the financial industry is starting to see some improvement. However, consumers are still wary of banks, with trust metrics making little movement since 2009. As a result, branding efforts need to be done in an authentic and meaningful way. Bank of America’s partnership with (RED) and U2 has been doing just that – moving brand metrics and generating a major global impact with over 7.8 million days of life-saving HIV medicine delivered to date.
In celebration of those efforts and recognition of World AIDS Day, Bank of America chose to give back by presenting a special Thank You concert for all of those who donated and are committed to this global cause. Coordinating efforts with media partners, the (RED) organisation, U2 and the city of New York, Bank of America created a live event in Times Square, featuring a performance by U2 (with Chris Martin and Bruce Springsteen standing in for lead man Bono who was recovering from a bicycle accident), Kanye West and Carrie Underwood.
Execution
iHeartMedia created a comprehensive cross-platform programme, with content and social at the core. The programme kicked off at 6am on World AIDS Day with hundreds of DJs across the country teasing a surprise performance that evening. Additionally, iHeartRadio changed its logo and turned (RED) for the day. Starting at 2pm, DJs announced the concert line-up and location in Times Square, with tune-in specifics for each market. The concert was promoted via local radio stations, iHeartRadio home page, station and DJ social feeds, push notifications to over 21 million iHeartRadio subscribers, and on digital boards across the country prior to the event.
As the event approached, local New York stations amplified exposure to drive foot traffic and all digital boards dynamically shifted to a “tune in now” message. iHeartMedia broadcast “A (RED) Thank You” live to 95 rock stations across the country, as well as to the custom iHeartRed radio station created and programmed exclusively for this event.
Post-concert, DJs from over 500 stations drove listeners to YouTube to watch the video of “A (RED) Thank You” and donate at red.org/thankyou through national and local integrated content, live reads and social feeds. Because of the many stakeholders and nature of secrecy about the event until just hours beforehand, iHeartMedia’s nimbleness and creativity were repeatedly challenged. With each hurdle, iHeartMedia adjusted to maintain the integrity of the plan, which ultimately over-delivered on all goals.
Results
iHeartMedia created conversation, drove YouTube views and moved brand sentiment for Bank of America. Via iHeartMedia’s content, media and social dialogue, Bank of America delivered over 100 Million impressions on December 1-2, 2014. The programme helped generate over 10 million views of the YouTube RED concert video (the most views on the RED YouTube channel in its history) which raised $1 million in RED donations.
According to Bank of America’s sentiment scale which measures social media comments, scores increased substantially while iHeartMedia DJ’s were on the air promoting the concert and driving views of the concert on Giving Tuesday.
Prior to the campaign, Bank of America sentiment was -2.5, yet reached a high of +4.1 during iHeartMedia exposure, and is now resting at a +1.8. This is virtually unheard of in the financial sector, with banks usually scoring an average of -3.0.
Additionally, per the 2014 YouGovBrandIndex Annual Rankings of US Top Buzz Improvers, Bank of America was the second most improved for the measurement period among the financial category.