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Money Mindsets Grow Up: SunTrust Reflects Consumer Sentiment With New Branding and Marketing Campaign

"Live Solid. Bank Solid." speaks to a new era of thrift, security and financial responsibility

Nov 14, 2008

Tapping into a clear cultural shift in consumer attitudes toward spending, saving and financial institutions, SunTrust Banks, Inc. today unveiled a new brand tagline and marketing campaign that speaks directly to Americans' current move away from conspicuous consumption towards a more mature, solid approach to their finances and the future.

The new campaign, called "Live Solid. Bank Solid." is rooted in the notion that consumers are becoming more thoughtful about money -- and are not only embracing frugality and thrift, but are seeking financial partners that give them confidence, security and firm footing.

"Today, more than ever, people and businesses are realizing the value of a solid financial foundation," said Rilla Delorier, SunTrust's chief marketing officer. "They know that when they feel in control of their money, their lives feel more grounded, substantial and gratifying, and they want their bank partner to be on a similarly solid foundation, as well."

The new campaign emerged after months of consumer research that found, among other things, that:

-- Nearly 80 percent of those surveyed would rather be envied for spending wisely than for spending freely

-- 83 percent believe it's not about how much money you have, it's about what you do with the money that you already have

-- Eight in 10 believe that while having more money won't necessarily make you happier, feeling in control of the money you have will increase happiness

The campaign -- which differs in its focus because its promise is about consumers, not about the bank -- was underway months before much of the banking turmoil became widespread. The effort was created as an expression that reinforces SunTrust's regional footprint, personal service and its established values. Tools that help consumers to "bank solid" are not new at SunTrust, but the campaign will include launches of more savings-oriented tools and approaches.

"It's apparent that consumers are thinking more about how they are handling their money than they were even six months ago," said John Fitzgerald, president of Mullen, SunTrust's Winston-Salem, N.C.-based advertising firm of record that created the new campaign based on its research findings. "They are moving to lives of more substance, reason, and long-term thinking, and feel a stronger sense of personal responsibility for the direction of their lives."

The "Live Solid. Bank Solid." campaign launches Nov. 16, 2008, with premiere spots airing during NBC's Sunday Night Football, and will include new primetime television advertising through 2009, as well as on the radio, in print and via the Internet.

"We believe the new campaign will resonate with our clients and American consumers, especially in our current economic climate," added Delorier. "The new SunTrust brand represents the continued commitment we have to our clients and provides the assurance that SunTrust is their financial partner as they build the foundation for their financial futures."

About SunTrust Banks, Inc.

SunTrust Banks, Inc., headquartered in Atlanta, is one of the nation's largest banking organizations, serving a broad range of consumer, commercial, corporate and institutional clients. As of September 30, 2008, SunTrust had total assets of $174.8 billion and total deposits of $115.9 billion. The Company operates an extensive branch and ATM network throughout the high-growth Southeast and Mid-Atlantic states and a full array of technology-based, 24-hour delivery channels. The Company also serves customers in selected markets nationally. Its primary businesses include deposit, credit, trust and investment services. Through various subsidiaries the Company provides mortgage banking, insurance, brokerage, equipment leasing and capital markets services. SunTrust's Internet address is

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SOURCE: SunTrust Banks, Inc.

CONTACT: Hugh Suhr of SunTrust, +1-404-827-6813; or Yona Benstock of
Edelman for SunTrust, +1-404-460-1491,