Live for a Sunny Day
Institution: Sun Trust Bank, Atlanta
Asset size: $171 billion
To help Americans achieve greater financial well-being, the bank launched
a new campaign focused on saving for positive goals—or “sunny days.” The
campaign, entitled “Live for a Sunny Day,” provides tools and expert advice to
help people establish healthy savings routines.
The campaign had four components:
m;Radio ads, which were rolled out in five major media markets as well as on
Spotify and Pandora streaming radio.
m;Digital ads and social media posts designed to help drive engagement for
the campaign. Using the hashtag #mysunnyday, consumers can share what a
sunny day is to them.
m;A microsite that invites consumers to explore the circumstances that require
savings planning: a wedding, a new home, a vacation, etc. The microsite also
offers tools and inspiration designed to empower consumers to live for a
sunny day rather than just save for a rainy one.
m;Branch displays in which bank employees invite customers to describe their
sunny days on a SunBurst post-it note.