BofA Wants Customer Trust

BofA executives said that they are using a series with “simple, clear, and direct” messages to repair its relationships with the consumers. The campaign’s goal is to present the different products of the bank and show how these can help the people. For instance, a mobile alert ad shows that it’s very easy to retrieve the account balance of the customer anytime, anywhere. Another ad demonstrates how to earn money back in a flash while filling up the customer’s car at a gas pump. And the third one, a coffee-loving customer, just swipes a debit card and earns savings with the bank’s service.

According to BofA’s SVP-consumer marketing, Jim Buchanan, the campaign’s insight came from various researches that reveal customers today seeking clarity in the turbulent market. They are shifting away from stories of nationalization or the bailout program of the government. Instead, they want to focus on how their products and services will help consumers get back on their feet and get them through these difficult times.

The research found out that 7 out of 10 customers expressed a specific need to cut back spending. Majority of them (65%) also found new ways to save while consuming, and another 40% are saving more today than they ever did three months ago.