"What we are trying to do is use the advantage that we have, which is that human-centric accessibility of Ally Bank and the fact that people are our key differentiators — even if we're not brick and mortar doesn't mean someone's not there to help. This campaign brings to life that human-centered notion of what our brand is all about. It's a fun and different way to talk about auto finance other than just going to an auto show and talking about same old boring stuff." Ally's CMO Andrea Riley.
In an age where the customer is increasingly inundated with marketing messages from different companies and pricing for services becomes increasingly commoditized, marketers are focusing on building positive memories that will resonate with the consumer.
The memory of the experience is more important than the experience itself. Rather than focus relentlessly on creating big 'moments of truth,' experience designers orchestrate all moments, big and small, to influence customers' cumulative memory.
To market itself as a bank that cares about its customers' personal finances, Ally built a "splurge alert" app that used geofencing to warn customers they were entering a store or other location where they would be likely to spend a lot of money. As a mobile-first bank, Ally also sent phone chargers through drones to people in a Charlotte, North Carolina, mall earlier this month.
A data analysis shows that from March to October, Ally's social media sentiment was 72.8 percent positive — supporting Riley's contention that the social sentiment is boosting the brand's image. For him, the positive feedback shows that brick-and-mortar branches aren't needed for a positive customer experience. "I can't remember the last time I needed to go to a branch; if there's something you can't do with us digitally, you can pick up the phone and call us when you need to," Riley said. "There's very little need to have a physical presence."