A week ahead of Super Bowl 2018, online bank Ally launched an integrated campaign spearheaded by an augmented reality game that offers football fans a chance to play and win real cash during the Big Game ad breaks.
The Detroit headquartered finance brand, which focuses on low-fee high-interest savings accounts, unveiled its first Super Bowl initiative called ‘The Big Save’: an augmented reality game only available during ad breaks – the precise moments when big brands are using big budget spots to compete for consumers’ cash.
The initiative is promoted by a hero spot promoting the game and encouraging consumers to download the gaming app ahead of the Super Bowl so they are ready to start playing when the first Big Game spots air.
Players simply need to download the app and then play during the breaks: grabbing falling bills to rack up points.
The highest-scoring players are then in with a chance to win real cash toward their stated goal.
The campaign, developed in harness with agency of record Grey and production company MediaMonks, pitches the game as a way to help viewers get cash for their own big savings goal: these could range from a down payment for a mortgage, to saving for an engagement ring, to putting away funds for college.
The core explanatory campaign pieces are further supported by a series of real p[eople, real savings stories emotional films across its digital and social channels such as YouTube,
and Twitter.
We want to help Pam’s dream of owning her first home become a reality. What’s the biggest thing you’re saving for? See rules: https://t.co/5tludlJ5eb. #AllyBigSave pic.twitter.com/hg4jJQjPho
— Ally (@Ally) January 27, 2018
The way you get invested in your playoff team, invest in yourself. Ally Invest® is here to help your money work hard. https://t.co/W0CpIcM5GP #HappyDollarDays pic.twitter.com/olqENv8L4a
— Ally (@Ally) January 2, 2018
The initiative was developed after Ally research into the stagnation of average American wages as earnings flow to the top of the money chain rather than trickling down.
The research also found that individual savings are not keeping pace with the financial demands of everyday life: more than 50% of Americans are not in a position to afford a surprise bill over $500 and 70% have less than $1,000 in the bank.
The brand’s strategy and marketing team then considered this in the context of the Super Bowl: an event that sees Americans spend a total of $14bn on game related expenditure and a sports event that sees brands spend an average of $180,000 per second on a Big Game commercial (almost six times the median US income).
According to Ally Chief Marketing Officer Andrea Brimmer, that is the whole point of the campaign.
“The Super Bowl is arguably one of the biggest days of consumerism of the year, so the juxtaposition between that level of spend and what we do – which is get people to think about their savings and the true value of their money – is an interesting time for us,” explained Brimmer.
Long after the game itself is finished, Ally says that it plans to incorporate its big idea of ‘money mindfulness” into its ongoing campaigns – from disruptive ads and activation to blog posts – which will revolve primarily around financial education and awareness.
Starting a youth football league from the ground up isn’t easy. How can Ally help you achieve the big things you’re saving for? See rules: https://t.co/Qj1lGe8J4b. #AllyBigSave pic.twitter.com/0NWHvn2O6l
— Ally (@Ally) January 25, 2018
Comment:
Ally is developed a strong track record for using innovative technology to bring its messaging to life.
For example, last year Ally released an Alexa skill that told users how many hours they’d have to work at their current salary to afford an item they were considering buying.
This initiative, which marks the first time that Ally has used AR in a campaign, is an innovative and potentially fun way not just to steer attention away from other’s Big Game spots, but to actually give viewers a chance to win real cash.
It is part of the general 2018 Super Bowl trend for brands not just to focus on emotional, values-based messages in their ads, but to actually use them to drive tangible purpose.
“Like every other CMO, I think we’re all struggling with what’s the right tech to add to the market and when,” Brimmer said.
“People are getting more comfortable interacting with [AR], and it’s an enjoyable tool for an entertainment forum like the Super Bowl, so we felt like now was the right time,” she added.
Links:
Ally
https://www.youtube.com/c/ally
https://www.linkedin.com/company/ally
Grey
MediaMonks
