Campaign inspired by new brand promise, "Solutions Built Around You".
BIRMINGHAM, Ala., June 15 /PRNewswire/ -- BBVA Compass today announced the launch of its first ever U.S. advertising campaign, designed to establish BBVA Compass as the bank that helps customers through every stage of their life, listening and partnering with them to develop the best possible solution for their unique needs and particular situation. The new campaign is the result of a collaborative effort by BBVA Compass and GSD&M Idea City and is the first to support the fully integrated and rebranded BBVA Compass. Launched across the bank's six-state footprint, it aims to engage customers while delivering on a promise of trust and dependability during these difficult times.
(Photo: http://www.newscom.com/cgi-bin/prnh/20090615/NY32688) To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/bbvacompass/38769/ With the tagline "banking built for you," the advertisements support the BBVA Compass new brand promise "Solutions Built Around You." The brand promise is closely aligned with the BBVA Compass business strategy and its customer-centric, universal banking model.
Through a mix of media which includes TV, radio, online, OOH and print and a Hispanic marketing component, the advertisements demonstrate the holistic approach that BBVA Compass takes to serving clients and tailoring solutions around their needs, thereby offering them banking solutions that will help make their lives easier. It also serves to illustrate the BBVA Compass commitment to identifying opportunities to build solutions around all stakeholder groups, including the communities in which it operates and the employees which it serves.
"BBVA Compass has come a long way in two short years. We have integrated four US banks into one unified strong franchise, changed our logo and signage to show that we are a proud member of the BBVA Group and updated our web page and email addresses to reflect the same," said Jose Maria Garcia Meyer, BBVA Country Manager - U.S. and Chairman of BBVA Compass. "The 'banking built for you' advertising campaign is another step in the transformation of BBVA Compass and will serve to educate the public at large on why we are a different kind of financial institution and one that is coming from a position of strength in the market which allows us to be committed to building solutions for our customers, communities and employees." The "banking built for you" campaign is multi-faceted in messaging and approach. It simultaneously delivers on BBVA Compass commitment to look across the organization and bring the entire resources of the bank to a customer while also allowing the organization to look beyond current capabilities and take a future-oriented approach.
"As we began the research behind our new brand campaign, we discovered that customers in today's environment are looking for a financial institution that will provide the guidance and support of a partner while allowing them to tailor products to their evolving financial needs," said Frank Sottosanti, Chief Marketing Officer for BBVA Compass. "As a result 'banking built for you' was a homerun in our research and also dovetails perfectly with BBVA Group's global positioning statement, 'We walk alongside our clients through life's stages, anticipating their most important decisions and providing the best possible solutions.'" Campaign Overview The new campaign and ensuing media placements are the result of a joint effort between BBVA Compass and GSD&M Idea City. With the implementation of a market-by-market media strategy, BBVA Compass is able to capitalize on each individual market's strength in messaging to consumers.
Each state across BBVA Compass' footprint will see a :30 television spot that graphically displays the interplay between a customer and a banker through the lens of the customer's "typical" day. With the banker's offer to build a solution around the customer's unique needs using the bank's Build to Order Free Checking(R) product, BBVA Compass positions itself as a relationship building bank committed to finding a solution, regardless of the unique financial situation.
In addition to the television spot, markets across the bank's footprint will see print advertisements also focused on the Build to Order Free Checking(R) product, as well as an array of digital extensions, radio and OOH.
"BBVA Compass is a uniquely strong bank with relentless dedication to its customers and communities," said Duff Stewart, President and COO of GSD&M Idea City. "Using a variety of traditional and nontraditional media, the new brand campaign communicates these messages and highlights the collaborative customer focus of the BBVA Compass brand." ABOUT BBVA COMPASS BBVA Compass is a Sunbelt-based financial institution that operates 578 branches including 306 in Texas, 92 in Alabama, 77 in Arizona, 45 in Florida, 36 in Colorado and 22 in New Mexico. BBVA Compass is among the top 25 largest banks in the U.S. based on deposit market share and ranks among the largest banks in Texas (4th) and Alabama (3rd). Additional information concerning BBVA Compass can be found on our website http://www.bbvacompass.com/.
BBVA Compass is a subsidiary of Compass Bancshares, Inc., a wholly-owned subsidiary of BBVA (NYSE:BBV) (MAD: BBVA). BBVA is a financial services group with more than $750 billion in total assets, 48 million clients, 8,000 branches and approximately 109,000 employees in more than 30 countries. BBVA provides its customers around the world with a full range of financial services, including commercial and wholesale banking, retail banking services, consumer loans, mortgages, credit cards, securities brokerage, wealth management, pension plan management and insurance. The BBVA Group maintains a leadership position in Spain, Mexico, Latin America and the Sunbelt Region of the United States as well as operations in China, France, Germany, Hong Kong, Italy, Japan, Singapore, Switzerland, and the United Kingdom. http://www.newscom.com/cgi-bin/prnh/20090615/NY32688 http://www.prnewswire.com/mnr/bbvacompass/38769DATASOURCE: BBVA Compass CONTACT: Ed Bilek, External Communications, +1-205-297-3331, Web Site: http://www.bbvacompass.com/
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