New BOK Financial brand and BOK Financial Wealth campaigns elevate trust, relationships and approachability in financial services.
BOK Financial partnered with independent agency Vladimir Jones to create two new cohesive multimarket campaigns
August 8, 2023 – BOK Financial (NASDAQ: BOKF) today announced the creative evolution of the BOK Financial brand, which continues to cultivate relationships with its clients and within its communities in tandem with the new BOK Financial Wealth brand campaign that builds awareness and consideration of the hallmark Wealth management products, Private Wealth and Financial Advisors.
BOK Financial and its family of financial services brands—Bank of Oklahoma, Bank of Texas and Bank of Albuquerque—know that success doesn’t happen overnight, but rather it takes grit, determination, and hard work. The brand assignment was to do with the BOK Financial brand what no one else is doing—break through the sea of sameness in financial services to attract new customers and retain existing ones. Vladimir Jones’ campaign tells that story and invites people who see themselves in it to start or deepen their relationship with BOK Financial.
Using a firm grasp of the values and motivations in targeting the audience, Vladimir Jones played a pivotal role in developing a new campaign supporting BOK Financial’s Wealth Management business. The Wealth campaign is personable and warm, yet interrogative, conveying BOK Financial’s desire to understand its clients and their goals to best meet their needs. These goals included: careful study of how the brand’s audience defines financial success; iterative creative that links the brand’s past, present and future; and integrated media planning in multiple major markets.
In partnership with the client team, Vladimir Jones clarified BOK Financial’s position in the crowded financial services industry. BOK Financial is a diversified, nationally competitive financial services company—one of the leading U.S.-based providers—that offers sophisticated wealth, commercial and consumer products and services. And its business fundamentals of doing business one client at a time, focusing on delivering thoughtful expertise and tailored advice, set the brand apart.
“We love how this new campaign reflects the values that make our clients—and our company— successful. Whether that’s celebrating the success of the next generation or recognizing where inspiration meets perspiration, this campaign demonstrates how our brand makes a difference,” said Sue Hermann, BOK Financial chief marketing officer.
The BOK Financial brand campaign launched in April in select markets with fully integrated brand awareness efforts. The brand campaign could be seen in digital display, Facebook, YouTube, CTV, streaming audio and podcasts, and in various site direct partnerships that target the brand audience.
A new partnership for Brand this year was ClassTag—an app that connects teachers and parents, allowing them to communicate about their children’s assignments, schedules, announcements, etc. Through display, dedicated e-blasts, and a custom blog series, BOK Financial built brand awareness sharing their thought leadership on managing finances with families and kids. As part of the ClassTag partnership, BOK Financial is also the sponsor of a sweepstakes in which four teachers will win $1,250 each to use in their classroom. The winning teachers, one in each brand market, will be announced in late November.
The brand campaign will launch in the Oklahoma, Albuquerque and Kansas City markets in late August.
The Wealth brand campaign launched in mid-April focused on generating awareness for BOK Financial Advisors and Private Wealth services and to facilitate strong engagement with the Wealth brand hallmark products. The Wealth brand campaign is featured in YouTube, CTV, Facebook, LinkedIn, streaming audio and podcasts, and in various site direct partnerships that target the Wealth brand audience.
“VJ’s mission is to define our client’s brands through the application of data and empathy. With this new campaign, we were delighted to be able to lean into both, but especially the human-centricity that is the hallmark of BOK Financial,” said Meredith Vaughan, CEO of Vladimir Jones. “BOK Financial is a rare institution, one that truly cares about the small moments of every day that enrich the lives of their customers, and the communities they serve. This campaign shows how small moments make big impacts.”
About BOK Financial
For more information, visit www.bokf.com
BOK Financial Corporation is a $49 billion regional financial services company headquartered in Tulsa, Oklahoma, with $104 billion in assets under management and administration. The company’s stock is publicly traded on NASDAQ under the Global Select market listings (BOKF). BOK Financial Corporation’s holdings include BOKF, NA; BOK Financial Securities, Inc.; BOK Financial Private Wealth, Inc.; and BOK Financial Insurance, Inc. BOKF, NA’s holdings include TransFund; Cavanal Hill Investment Management, Inc.; and BOK Financial Asset Management, Inc. BOKF, NA operates banking divisions across eight states as: Bank of Albuquerque; Bank of Oklahoma; Bank of Texas; and BOK Financial in Arizona, Arkansas, Colorado, Kansas and Missouri; as well as having limited purpose offices in Nebraska, Wisconsin and Connecticut. Through its subsidiaries, BOK Financial Corporation provides commercial and consumer banking, brokerage trading, investment, trust and insurance services, mortgage origination and servicing, and an electronic funds transfer network.
About Vladimir Jones
For more information, visit www.vladimirjones.com
Now in its sixth decade of independence, Vladimir Jones is a 100% women-owned and -led advertising agency based in Colorado. We believe brilliant brands have the power to create and positively transform the consumer experience and communities at large. And we believe these brands need more than agencies—these brands need true partners. A true partner sees deeply, moves with agility, and thinks big and acts bigger to realize brands’ potential and help them grow.
