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SunTrust and StrawberryFrog launch new TV campaign inspiring new homebuying confidence
May 30, 2018
Kids Inspire Homebuying Confidence in New SunTrust Ad Campaign
ATLANTA (May 21, 2018) – A new SunTrust marketing campaign, “All About the Home,” taps into a unique insight to inspire confidence in achieving homeownership dreams: 55 percent of U.S. homeowners that are parents say their child’s opinion influenced their home-buying decision. Kid’s influence on home buying is even higher (74 percent) for millennial parents between the ages of 18 and 36. This is according to a new Harris Poll survey commissioned by SunTrust Mortgage, a division of SunTrust Banks, Inc. (NYSE: STI).
What are children lobbying for in a home? Top requests include their own bedrooms (57 percent); large backyards (34 percent); proximity to parks/activities (25 percent), schools (24 percent), friends (24 percent); and swimming pools (21 percent). The survey also found that while 72 percent of renters want to purchase a home in the next two years, 17 percent said the stress of the mortgage application process is discouraging them.
“People lack confidence to take steps toward achieving their homeownership dreams because they find the buying process overwhelming,” said Corinne Cuthbertson, SunTrust brand, advertising and digital marketing executive. “‘All About the Home’ aims to inspire confidence through action by showcasing the memories we create in our homes and how SunTrust is simplifying the mortgage process with consumer-friendly tools like SmartGUIDE TM.”
“All About the Home” is a fully integrated campaign that provides inspiration, tips, tools and other resources to help people take steps toward achieving their homebuying goals with confidence. Campaign elements are anchored with a TV spot that features a young family celebrating their new home. Their child, with the help of his trusted partner, demonstrates the wonders of building his confidence while creating their first family memory in the home.
The ad highlights that with confidence, and a good partner by your side, you can take on life’s biggest leaps. Viewers are directed to onUp.com where they can find articles, infographics, and other free resources to give them the confidence they need to buy or remodel their home. The message is reinforced in digital and social channels with short videos, boomerangs, GIFs and images that prominently feature the family and their dog to bring the homebuying story to life.
The TV spot will air May 21-Sept. 9 on digital streaming channels such as Hulu and Roku and local TV in select markets.
“All About the Home” was created by New York agency StrawberryFrog, known for its history of supporting purpose-driven companies, and directed by Los Perez.
“As purpose-driven company, SunTrust is focused on Lighting the Way to Financial Well-Being,” said Scott Goodson, CEO of StrawberryFrog. “In that spirit, the campaign introduces a family who has built the confidence to attain their dream, and it drives home the message that confidence starts with partners at SunTrust.”
This survey was conducted online within the United States by Harris Poll on behalf of SunTrust from April 18-20, 2018 among 2,047 U.S. adults ages 18 and older, among whom 1,303 are homeowners and 702 renters. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.