Financial confidence is hard to approach for a lot of people so we wanted to create a curriculum that was approachable, fun and rewarding. That’s why SunTrust created the gamified financial literacy experience: The onUp Challenge. The onUp Challenge finally makes taking control of your financial life easy and fun. Whether you are just starting out or have more experience with money, The onUp Challenge guides you through seven unique “Lands of Confidence” that help you identify actionable pathways to accomplish your goals. Simple activities, powerful tools and inspiring advice propel you out of the financial woods and up to the peak of your financial confidence where you have the skills and knowledge you need to chase your dreams.

Financial stress feels like you are lost, alone in the darkest of woods. And that’s exactly where you begin your journey through The onUp Challenge. From there you travel through seven uniquely designed and thematically independent (forest, swamp, lake, valleys, bluff, cave and mountaintop) lands of confidence on your way up to the peak of confidence. Easy to use tools and simple to perform financial activities help you begin to take control of not just the game world but also your real life. We drew on some of the best practices of the mobile gaming world – basic vector based forms, unified themes, heroic activities to perform, playful interactive characters to meet in addition to giving users log-in functionality to save and reload their progress. The entire experience works seamlessly across all devices ensuring that no matter who you are or where you are you can win the ultimate prize: total financial confidence.

The onUp challenge launched on November 13, 2017. The integrated launch included pre-roll video, digital banners, social media, streaming audio, email, paid search, shelfspace, content/native advertising, RTO, in-branch and PR activations. Since then we have seen an increase in participants of The onUp Movement and SunTrust has tied with Chase as #3 in brand consideration as of Q4 ‘17 and YTD. 

From Nov. - Dec. 2017, our team created banners and pre-roll video to help drive site traffic to The onUp Challenge (Nov-Dec ‘17) resulting in:

·       29,306,590 Impressions

·       7,698 onUp Challenge Visits 

·       78% Video Completion Rate

·       165,198 Clicks

All in all, we broke through to consumers and delivered on our brand’s mission, by asking why not make financial literacy fun? In a world where almost everything is gamified why not make becoming confident with your money the ultimate prize? Unlike another TV spot, The onUp Challenge allows a “player” to get his or her financial life together, set realistic and attainable goals and gives them real actionable plans for achieving them.