SunTrust is introducing a holiday-themed social media campaign based on the insight that 43% of Americans feel pressure to overspend during the holidays.
Developed with 22squared, the
creative introduces "Confident Carolers" who tweak popular holiday songs into lyrics about financial wisdom. For instance, “Oh Christmas Tree” becomes "Big Screen Indecision" and “Up
on the Housetop” is transformed into “Sleepless from Online Shopping.” The clips direct viewers to
SunTrust's onUp Challenge, a free, gamified, interactive financial advice program.
The content--running through December 31--is designed to "help break through a cluttered, busy time of year when most people avoid talking about finances,” said Corinne Cuthbertson, brand, advertising and digital executive, SunTrust.
The campaign includes three “hero” video spots, a Pinterest-specific spot, Instagram Story spots, and SunTrust's first custom Snapchat lens. This is an interactive lens that turns users into a group of holiday carolers.