Best Financial Services Integrated Ad Campaign

To reach the ultra-high-net-worth (UHNW) audience in a new way, U.S. Trust partnered with Condé Nast and the Golf Channel to create content that uniquely aligns with the passions of UHNW audiences, like cuisine, art and golf. This program came to life through print and online advertising, as well as a robust series of videos that were promoted through digital advertising, SEM, social media and ustrust.com. With a goal of driving brand awareness through content engagement, these videos captured a series of conversations between notable individuals within each area of interest. Our cuisine content series, for example, highlighted conversations between restaurant owners, Alice Waters and Carlo Mirarchi, on topics like sustainable eating and local ingredients. The U.S. Trust® branded videos artfully captured a natural and unscripted dialogue between these individuals, and brought the conversations to life in a thought-provoking and entertaining manner. To effectively drive engagement, the videos were pushed through interactive, rich media that ran across contextually relevant sites (desktop, tablet and mobile) targeting the UHNW segment. Viewers could engage with the unit, or click through to ustrust.com/conversations for the full series of cuisine, art and golf videos. The site experience brought forth additional content of interest, such as speaker bios and U.S. Trust thought leadership. This integrated digital content experience introduced our target audience to U.S. Trust through a shared area of interest, helping drive impressions and brand awareness, while reinforcing U.S. Trust's 200 year heritage of working with generations of families and our continuing commitment to innovation.

Contributors:

Associate Creative Director, Hill Holliday:	Kevin Cimo
VP Creative Director, Starcom Worldwide:	Inal Olmez
Associate Creative Director, Starcom Worldwide:	Steven Yaffe
Development Executive, Starcom: Liquid Thread:	Gabrielle Szymanski

BANK OF AMERICA

Location: USA