SunTrust: Teller Connect Rebrand Project (2016)
In 2016, SunTrust launched Teller Connect machines in nearly 50 branches of its network. Teller Connect was a state-of-the-art ATM that featured the capability of speaking with a live bank teller. While you could do basic ATM transactions like deposits and withdrawals, the live teller could help cash checks and distribute coins. Teller Connect was also open for extended hours, from 8 a.m. to 8 p.m. The rebrand was part of a larger rollout initiative to install Teller Connects in its new and renovated branches as a convenient self-serve tool for clients.
Background
In its first year of launch, the Teller Connect marketing collateral focused on features and benefits of the machine, but didn't really explain to clients what it WAS. It was clear from the client feedback data that they didn't know how to use this new machine, which resulted in low adaptation.
Marketing Objectives
To introduce (and in some cases re-introduce) Teller Connect to clients by relating it to a machine they've been familiar with for several decades - the ATM.
To drive more self-serve (ATM) transactions than teller transactions for simple things like deposits and getting cash.
Strategy
Using a friendly, familiar tone in the collateral helped ease clients’ hesitation about using the machine.
Results
Teller Connect adoption increased by 30% in the first year of the rebrand.
The final result was a family of collateral that reinforced the ATM features.
