Ally Bank: The Big Save

Objective

Ally Bank, a digital banking platform focused on savings, launched this campaign during Super Bowl 2018 to counter the event's consumption-driven advertising culture. The business objective was to position savings as a meaningful financial goal, engage consumers interested in building wealth rather than spending it, and build brand affinity during the biggest advertising event of the year.

Solution

The Big Save was a mobile augmented reality game where players downloaded an app, entered their personal savings goals, and used their phone camera to virtually collect falling bills in their home environment. Players accumulated points from collected bills to enter a contest where they could win real cash toward their stated savings objectives. The game was integrated into Super Bowl commercial breaks in February 2018.

Results

69,000 app downloads, 24,000 average active players per commercial break, 31,000 contest submissions, 6,300 social media engagements, and 89% positive or neutral sentiment on social channels.