2019 BAI Global Innovation Award Finalist
Fifth Third’s Momentum Campaign aimed to surprise and delight users while growing awareness of the bank’s product and also to drive app downloads and use. The bank created a sweepstakes that would give away $39,000 — the average amount of student debt carried by 2018 graduates —to each of two customers to pay down their debt. To promote the contest, the bank spent a year filming a 3-minute documentary about a customer named Jasmine, a nurse and a single mother, following her struggle to pay off her $185,000 in student loans. The documentary culminated with Fifth Third surprising her and paying off her debt. The campaign was featured on YouTube, Facebook, Instagram, Twitter, Snapchat, LinkedIn, Google Universal App Campaign and Apple Search. In brand surveys, the bank found that consumers who had heard about Momentum were twice as likely as those who hadn’t to consider Fifth Third for their banking needs.