press releases

Laughing All the Way to the Bank
06.07.08

We’ve heard it time and time again that laughter is the best medicine. In fact, some scientific studies seem to support the theory that laughter can have physical, emotional, social, and spiritual benefits even in the workplace. Contrast Creative is testing that theory with the creation of four recent training videos for the nation’s 11th largest financial institution BB&T.

“BB&T is a vibrant thriving bank that is regularly introducing new products and services to its clients,” says Contrast Creative’s President Tim Travitz. “Success of these new products and services is contingent upon well-educated and motivated employees.”

As a leader in employee training, BB&T is always open to new ideas. When Contrast Creative suggested humor as the most effective tool available in reaching its large audience of 33,000 employees, BB&T embraced the notion. And Contrast Creative got to work.

When BB&T wanted to introduce a new product bundling concept, Contrast built training around fast-talking Dot, the owner of “Dot’s Diner.” When BB&T wanted to teach bank tellers how to deliver the Perfect Client Experience with each client transaction, Contrast created a hilarious spoof of American Idol, called “Teller Idol.” In explaining a new merchant services position at the bank, The “O” show was created with a host that spoofed a certain famous talk show personality. Of course, BB&T’s “O” represented opportunity.

And then there was the “Leave It to Cleaver” video where Contrast took a far left turn with the introduction of Fred Cleaver. “Fred is someone who takes himself very seriously. He lives with his mother. He laughs at his own jokes. He's ridiculously quirky and a narcissist,” explains Contrast VP and Creative Director, Kathleen McDonald with smile. “I really enjoyed creating this character. He's one of my favorites.”

Despite his oddities, Cleaver is a master of BB&T’s Perfect Client Experience or PCE. He seeks PCE in every interaction he has, not excluding the pizza delivery guy or even a couple of 5-year-olds manning a makeshift lemonade stand. He especially expects PCE at BB&T’s bank branches where he serves as a mystery shopper, a person who anonymously samples an individual branch for its employees’ interactions with their clients.

While each of these videos is unique, they do share one commonality—training with humor. “As a writer, I embrace challenge,” says McDonald. “I look at the information the client wants to deliver, and I take into account the intended audience. Then I try to infuse it with life and energy. Humor naturally slips its way into everything I create."

“Just because a topic might appear boring or uninspiring, doesn’t mean the corporate message has to be as well. There's always an opportunity to deliver a message in a dynamic and engaging way, especially if you intend for the audience to watch and actually retain the information,” adds McDonald.