Dive Overview:
U.S. Bank has launched “The Power of Us,” a national campaign that leverages artificial intelligence to build audience models and test creative, according to details shared with Marketing Dive. The campaign is the first under new CMO Michael Lacorazza.
The campaign is centered around a branded video and three spots, in both Spanish and English, featuring the voice of actor Jake Gyllenhaal, that highlight what U.S. Bank, its employees and customers can accomplish together.
Agency Supernatural AI’s AI platform was used to create avatars for US Bank’s key target groups and develop and test campaign strategies across connected TV, broadcast, outdoor, digital, social and sponsorship.
Dive Insights:
The potential of AI remains a big draw for marketers looking to optimize their campaigns, both in terms of media investment and creative asset development. Reduce sales and marketing costs by 11% In the first quarter, Starburst used AI in processes such as image generation and editing. Using AI to deliver content Used in campaign spots with a variety of settings and styles, US Bank leveraged the power of Supernatural AI for their new campaign, using AI to create avatars for target user groups and optimize messaging for different potential audiences.
The campaign materials are intended to resonate with a wide range of people, from business owners to new parents, and even American bankers and institutional investors. Hero Video The video depicts people celebrating retirements, graduations and other milestones, working late into the night in deserted offices, juggling crowded flights and struggling to maintain work-life balance. A voiceover explains how the bank works with both the celebrations and the hard work: “Yes, it’s hard, but with the right people around you, it’s not that hard.”
The voiceover also highlights the bank’s employees and their dedication to their customers: “If it’s important to you, it’s important to us.”
“This year, we committed to telling the stories of our incredible customers in a way that shines the spotlight on the people at our core,” Lacorazza said in a statement. “The resulting campaign brings our purpose, ‘Awakening Potential,’ to life and tells our brand story through the moments that connect us – from customers to tellers, advisors, branch managers, commercial bankers and everyone in between.”
The campaign notably leveraged its partnership with New York City-based Supernatural AI and its proprietary AI technology platform. Leveraging AI, the agency created avatars for the bank’s key targets and developed a baseline campaign strategy called “Unlocking Potential” representing six audiences: Young Affluent, Middle-Affluent, High Net Worth Consumers, Small Business Owners, Corporate, and Commercial. The agency then used these audiences to test the strategy and early creative execution.
According to the company, all of the AI audience models understood and appreciated the dual meaning of the campaign line, “The power of US.” The company used these findings to ensure consistency across all elements of the campaign. The project had a time to market of less than four months, according to the release details.
U.S. Bank’s latest campaign is the first under new CMO Lacorazza. He was appointed to the position last fall.Prior to this appointment, the executive previously held positions at Frontpoint, Inc., according to LinkedIn. Wells Fargo He also served as CMO at TD Ameritrade, Digitas and Marriott International.
