Imagine the ecstatic joy of complete confidence distilled into a single person, someone who projects openness and optimism, who has no judgments and who elevates everything and everyone around them. This is our hero.

Now imagine a little girl you know who has big dreams and the family that makes that dream a reality. The sacrifice, commitments, time spent, and money are all worth it when her dream is fully realized. Enter Elise Freezer as she dances and skates to ‘What a Feeling’ stepping up to the spotlight as the voiceover tells us “It takes confidence to dream big.” We cut to the judges really getting into her performance while her proud parents clap enthusiastically from the crowd. Her big moment comes as she tosses the teddy bear into the air making the catch as the crowd erupts into applause. She’s done it!

The integrated campaign appeared nationally on broadcast, digital, social and print, seamlessly driving consumers to onUp.com and creating a connected experience throughout the Winter Olympics.

The TV spots featured confidence hero Elise Freezer who demonstrates the power of confidence. The campaign launched with :30 and :60 spots during Opening Ceremonies and aired for more than 18 days straight during Olympics programming.

A two-page spread in USA Today extended reach into print. The message weaved into social, digital banners, and an onUp.com homepage takeover with vignettes of supporting characters exemplifying confidence with humor and bravado.

Our story was amplified through earned media coverage highlighting how parents can save for their kid’s hobbies without derailing the family budget. Readers were directed to onUp.com for FREE access to savings content including calculators, budgeting tools, inspirational infographics and The onUp Challenge – a gamified experience that helps players make real progress toward financial goals.

SunTrust’s presence in the 2018 Winter Olympics from 1/31 through 2/25 aimed to drive brand equity and build national recognition.

• 353.2 MM Media Impressions

• +64% positive social media net sentiment (Net Sentiment was the highest point since February 2016 (+66%) the launch of the movement & resulted in SunTrust being ranked #1 against competitors)

• 164 Earned Media Placements resulting in more than 100 MM opportunities to see

• 334,486 onUp.com Visits

• 74,064 onUp Actions

• 81,056 Savings Visits

• “Eye Smear” videos on Facebook & Instagram rank as the #2 & #3 best performing videos in SunTrust history.

• Peggy Fleming shared her love for our TV spot. “I enjoyed the inspirational & heartwarming ad showing the young figure skater, with her family’s support, achieving her dreams. My score=6.0! This is the best TV ad I’ve seen so far during the Olympics.”