Sallie Mae
Bridging the Dream Experiment
Role(s): Creative Director, Copywriter, Art Director
Category: Financial
Background: When we started with Sallie Mae, public perception was at an all-time low. Employee morale was even worse. The brand needed help. And it started with evolving its North Star from selling loans to making college happen.
After selling this shift to stake created a two-pronged attack. First, an internal initiative to re-energize their employees and leadership. Then, an external experiment to connect them with students and families. For more on this story, watch the Case Study.
Case Study
Kendal 5:00
Kayla 5:00
Bryana 5:00
Quinton 5:00
Fundraiser 2:00
Summary 3:00
The experiment provided a wealth of material, which we were able to combine with compelling statistics to create 30-second ads tackling the benefits of college.
Pre-Roll :30
Results: A company-wide survey showed a 31% increase in company pride from the previous year.
9 out of 10 employees agreed they have an important role to play in delivering the brand promise.
97% of respondents participated in some type of internal brand launch activity.
But most importantly, Sallie Mae continues to award these scholarships to exceptional kids making college happen for so many.
Credits
CCO: Tom Christmann, Creative Director, AD, CW: Kevin Karp, Directors: The Craig Brothers