At Frost Bank, it believes that optimists have better financial health and the launch of its 'Opt for Optimism' initiative aims to spread that energy. The campaign uses AdTheorent's Audience Builder to identify optimistic audience members using an advanced machine learning process.
The main goal of the campaign is to drive awareness of Frost Bank and the concept of inspiring more positivity amongst the target audience. This marketing campaign happens at a multiyear rollout and combats the cultural pessimism that exists to drive the energy of optimism instead. Through a series of narratives, public activations, and collaborations, the initiative sparks positive conversation. There are three habits that Frost believes that optimists share -- taking the taboo out of money, seeks progression rather than perfection, and expects the unexpected.
Frost Bank's Opt for Optimism Initiative Highlights Awareness
1. Optimism in Banking - Disruptive innovation opportunity: Develop financial products and services that promote positivity and optimism.
2. Machine Learning in Marketing - Disruptive innovation opportunity: Utilize machine learning algorithms to identify and target specific audience segments based on their attitudes and behaviors.
3. Positive Conversations in Advertising - Disruptive innovation opportunity: Create marketing campaigns that inspire positivity and drive awareness through storytelling and collaborations.
1. Banking - Disruptive innovation opportunity: Integrate machine learning technologies to identify consumer habits and behaviors for personalized financial solutions.
2. Marketing - Disruptive innovation opportunity: Incorporate machine learning algorithms into advertising strategies to target specific audience segments more effectively.
3. Advertising - Disruptive innovation opportunity: Shift advertising narratives towards positive conversations to engage and inspire audiences in a more meaningful way.