Company: Synchrony Financial, Stamford, CT
Company Division/Group: Ogilvy & Mather
Company Description: Synchrony Financial (formerly GE Capital Retail Finance) is one of the premier consumer financial services companies in the United States. Our roots in consumer finance trace back to 1932, and today we are the largest provider of private label credit cards in the United States based on purchase volume and receivables.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Products & Services

Nomination Title: Synchrony Financial Brand Campaign Launch

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

In the crowded, complex financial services space, Synchrony Financial had a challenge. They used to be GE Capital Retail Finance, a company with an 80-year history and billions of dollars worth of brand equity. But after the business was spun off from GE Capital and went public in July 2014, they were a new company with a new name. No brand equity. No name recognition. And no halo of GE anymore. They needed to establish a substantive brand that people know and trust… and do it quickly.

The objective was to generate awareness of Synchrony Financial with key audiences and build excitement around Synchrony Financial as a new kind of Engagement company, not a traditional financial services company, and the right partner to help you grow.

Synchrony Financial chose to symbolize their commitment to partnership by featuring two hands in synchrony with one another, working in harmony to complete any task.

The hands represent how Synchrony Financial truly understands that their industry is about relationships. The hands express the spirit of partnership and show how, together with their partners, Synchrony Financial uses talent, capabilities and passion to get things done.

This approach was simple, iconic and memorable; representing the very best of what Synchrony Financial offers: true commitment and partnership at the deepest level.

Synchrony Financial's first brand advertising campaign, “Partnership”, launched on September 22, 2014 and ran through December 31, 2014, and was primarily targeted at Business Decision Makers. The campaign was executed through a multi-platform, robust launch that included 15 TV spots, 23 newspaper ads, 200 digital ads, 55 trade print ads and 94 out-of-home units.

In-depth analysis of the Business Audience coupled with MarketShare Media Mix Analysis were foundational tools in shaping the brand launch strategy. Understanding that the audience is constantly on the go and consuming media across multiple channels required a cross platform strategy with multiple touchpoints within and across channels for Synchrony Financial to engage their audience. Key passion points (Business, Sports, News & Tech) were also identified to align efforts.

During the 15-week launch, aided awareness nearly doubled (38% to 62%) with Business Prospects, and maintained healthy levels with Business Clients (98% throughout campaign).

The campaign significantly improved Consideration (+43 point difference between ad aware vs. those non-ad aware) and perceptions of key attributes:
• “unique and different from other financial services”: +13 point difference between ad aware vs. those non-ad aware
• “acts as a partner”: +33 point difference between ad aware vs. those non-ad aware

The campaign generated high reach and strong engagement, delivering 477.7MM TV impressions, 399 TV GRPs, 735.2MM digital impressions and producing 91.7MM video completions, 72% VCR, 1.2MM clicks and 0.17% CTR.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

1. The creative idea was a unique visual metaphor for “Partnership” using two contrasting hands playing a musical instrument or working together.
2. A big holistic campaign launch that included 15 TV spots, 23 newspaper ads, 200 digital ads, 55 trade print ads and 94 out-of-home units.
3. During the 15-week campaign launch, aided awareness nearly doubled (38% to 62%) with Business Prospects.
4. The campaign significantly improved Consideration (+43 point difference between ad aware vs. those non-ad aware).
5. Strong engagement results, delivering 477.7MM TV impressions, 399 TV GRPs, 735.2MM digital impressions and producing 91.7MM video completions, 72% VCR, 1.2MM clicks and 0.17% CTR.