KeyBank Campaign Makes a Big Impression with Small Moments

Creative agency Fallon has released its newest campaign for KeyBank, highlighting the brand’s commitment to relationship banking and its positive impact within communities and on people’s lives. The work, which goes live on June 5th in select US markets, channels the spirit of KeyBank’s frontline bankers by showcasing small, genuine acts of care. In spotlighting these minute yet powerful acts, the campaign forwards the idea that every little moment matters in the current economic climate and the stresses everyday people face.

“When it comes to relationship banking, KeyBank doesn’t just talk the talk, they walk the walk too,” said Nikki Baker, co-chief creative officer at Fallon. “It was important to showcase those authentic relationships and ensure the genuine caring spirit of KeyBank bankers was prevalent in this new campaign. They’re not just providing a service but meeting people in the moment no matter how big or small.”

The campaign will run across multiple platforms, including broadcast, digital, radio, social and OOH – a variety aimed at reaching people where they are. The centrepiece is three :30 and :15 spots, each directed by acclaimed director Harold Einstein, esteemed in his own right among the directorial space. 

As the brand’s AOR, Fallon’s strategic and creative output underscores KeyBank’s human side of the equation, rather than the standard rewards programs or credit offers. The campaign is designed to improve overall brand health, drive acquisition, and deepen retention in a highly commoditized category full of lip service versus actionable support.

"Through our continued collaborative partnership with Fallon, we're able to demonstrate our commitment to relationship building. The moments that matter the most can't be planned or orchestrated. Our priority is the client and making sure every moment and every person is treated with the attention and care they deserve," said KeyBank chief marketing officer Patty Jurca. "Relationship banking has always been at the forefront of who we are and a consistent part of our commitment to the communities we serve."

KeyBank’s continued dedication to digging in and helping their clients and communities is echoed through its approachable style of banking and making a difference in people’s lives. Throughout the campaign, real-life scenarios relay the theme of everyday occurrences leading to big results. Whether it’s preparing to buy property with a loved one or navigating the lease on a business vehicle which serves as one’s livelihood, these universal stories that everyday people can relate to drive home KeyBank’s authenticity and people-first mindset.

“The ultimate goal is to humanise processes that often feel daunting,” said Michael Varvaro, senior vice-president, brand, creative and media at KeyBank. “KeyBank is what we like to call ‘un-bank-like’ because when people walk through our doors seeking financial wellness, they find other human beings who understand their situation and are willing to roll up their sleeves and help them find solutions.” 

The KeyBank Opens Doors platform debuted in 2020. Fallon’s strategic, creative and media approach continues to embrace and prioritize authentic, human insights allowing people to see themselves in the work. Both KeyBank and Fallon take pride in recognising that there are a variety of individual and family-based stories out in the world and that no two financial journeys are the same. The unique tone of the KeyBank Opens Doors platform celebrates those finance-related moments that make us beautifully human.

With their newest work in 2023, that same tone will continue to echo with a full funnel approach.