The idea: Saving the world is hard. Saving with Synchrony Bank is easy.

Millennials (and pretty much everyone else) don't spend much time thinking about banking. However, they do spend time thinking about superheroes. Inspired by the thought that people take what superheroes do for granted, the Save Like a Hero campaign came to life.

By putting regular people in the shoes of a wannabe superhero that fails at saving the day, we would illustrate just how hard it is to be a hero. But, whether you're a failed hero or a regular person, it's easy to open a savings account with Synchrony Bank. So easy, you can do it right now. Right on your phone.

The thought that "Saving the world is hard. Saving with Synchrony Bank is easy." not only seamlessly linked the Synchrony and Marvel partnership, but would also intrigue and engage millennials and movie fans alike.

The execution of the idea included shooting four :30 online videos and creating a campaign microsite and animated banner ads. Each video opened with a "hero" watching the movie trailer. They were interrupted by events that required them to save the day, with each hero humorously failing to do so. Viewers were then reminded that saving the world is hard, but saving with Synchrony Bank is easy.

Videos lived on the savelikeahero.com microsite, the Synchrony YouTube channel, Marvel.com and Marvel and Synchrony Bank social properties. Social posts were written specifically for the very different audiences across Marvel and Synchrony Bank social channels.

Animated banner ads were placed on millennial-relevant websites. The week of the release of Captain America: Civil War also feature custom-designed page takeovers on IMDB.com and RottenTomatoes.com.

The campaign microsite housed all four online videos, the movie trailer and a call to action to open a savings account.

The main objective of the campaign was to increase Synchrony Bank brand awareness among millennials. While the hope was to have at least a 5% increase, the Save Like a Hero campaign resulted in a massive 30% increase in millennial brand awareness.

While this in itself would be deemed a huge success, the campaign also generated a 29% increase in click-through rate as well as over 15.5 million video views. While not stated objectives of the campaign, these numbers represented unimagined levels of engagement for the brand.

Finally, a secondary objective was to increase new customer deposits. During the campaign, with the same average monthly media spend, Synchrony Bank experienced an unprecedented $43 million in new customer deposits.

Overall, the campaign was a resounding success for Synchrony Bank, leading to large increases in brand engagement, new customer deposits and brand awareness (especially among millennials).