• by Danielle Oster , November 25, 2024

We’ve all probably skipped those customer surveys following calls with customer service representatives at one time or another. Ally Bank provided customers with a good reason to stay on the line with its “Banksgiving” celebration.

During a day earlier this month, Ally customer care specialists approached customers with an alternative to the typical customer survey, asking about financial challenges they’re facing -- and offering real money to overcome those challenges. Customers had a variety of requests, ranging from help paying off last month’s overdue rent or security deposits for a new apartment, to money for family vacations or children’s swimming lessons.

Ally captured these exchanges with customer care specialists in a series of videos running across linear and connected TV, and the brand’s TikTok and Instagram pages, throughout the holiday season.

The campaign isn’t a one-off stunt for Ally Bank, which has long pitched its brand as a more customer-centric alternative.

“We've been very intentional about creating a comprehensive value proposition that goes well beyond our consistently competitive rates,” Ally CEO Michael Rhodes said during a recent earnings call with investors, citing the brand’s “best-in-class customer service and convenient digital experiences” as key factors in “consistently high levels of satisfaction, engagement, and retention.”

"Doing right by our customers is in our DNA, and our customer care specialists are the center of that focus," Rhodes said in a statement. “They’re fiercely passionate about connecting with every customer on a personal level, and Banksgiving serves as an extension of the utmost appreciation, empathy and care that our associates live out every day.”

Ally introduced “Banksgiving” some six years ago. According to the brand, it emerged out of an organic exchange after one Ally customer care specialist concluded their call with the routine “Is there anything else I can do for you?” question.

 “Banksgiving truly highlights the genuine care and dedication we have for everyone we serve, emphasizing the strong sense of allyship between our reps and customers," ," Ally Chief Marketing and Public Relations Officer Andrea Brimmer said in a statement.