How BBVA Compass brightened up its clients, and Houston, when the big game came to town
Well before the football was kicked off into a sea of flashing lights from smartphone cameras, signaling the start of perhaps the most exciting professional football championship game in history, BBVA Compass had a game plan to showcase the city that hosted it.
As the primary supporter of various game-related events and initiatives, including a massive volunteer program, the bank showcased Houston, a city chosen to host one of the most notable sporting events in the country and world. Initiatives ranged from exclusive private client meals, a published roadmap showcasing city hotspots, a complimentary bike program to reduce traffic congestion, and a gathering with a legendary sports agent to recognize a legendary football player.
“Everything we did leading up to the big game – every event, every interview, every hour dedicated – was to highlight Houston and its bright future, and give our clients opportunities for a unique experience,” said BBVA Compass Chief Marketing Officer Jennifer Dominiquini. “This is a city with history, culture and an energy that makes it special. It is a place BBVA Compass is proud to call home, and we were prepared to make it shine in the world’s spotlight through multiple channels.”
“51 Ways to #LiveBright in Houston”
The bank opened up its playbook for the big game by launching a “51 Ways to #LiveBright in Houston” list on BBVABright.com/51things in December, giving fans and clients from near and far their own guide to the Bayou City.
Lee was involved in multiple bank-supported big game events, including hosting the celebratory “51 Things” cocktail reception on Jan. 31. The guest list for the cocktail reception included the people, places, and things affiliated with the “51 Ways” list, along with local influencers and bank clients.
The curated list, put together in collaboration with BBVA Compass brand ambassador and lifestyle expert Sandra Lee, showcased hot spots and activities for people to check out while in the area. It detailed top culinary destinations, arts and culture venues and outdoor adventures. In addition to its home on BBVABright.com, the list of Houston must-dos appeared in the January issue of Modern Luxury Magazine.
Attendees at the exclusive event, held at the bank’s “Big Game House”, mingled while listening to musical creations from DJ Rocky of OM Events and sipped on glasses of prosecco and wine.
Highlighting the faces of Houston
In early January, the bank released an ad campaign for the Houston market to showcase those who make the city shine bright.
The campaign highlighted representatives from every facet of Houston’s vibrant culture as tangible demonstrations of a “Bright Future”, according to Chief Marketing Officer Dominiquini. The campaign also included a compilation spot starring all video subjects that aired during the big game on Feb. 5
Along with traditional advertising, the campaign was also driven by social and digital efforts centered on BBVABright.com/superstars.
Teaming with CBS Radio, BBVA Compass produced a free concert at BBVA Compass Stadium, called the #LiveBright Bash, for Houston and its communities on Jan. 21, featuring country music star Jake Owen.
The concert lineup also featured country music artist RaeLynn, Tex-Mex pop rock group The Last Bandoleros, 80s themed bank Jesse’s Girl and a special appearance from country singer and BBVA Compass brand ambassador Tyler Dial. Also on hand were Sandra Lee and Houston Mayor Sylvester Turner.
In Birmingham, BBVA Compass sponsored another #LiveBright Bash, a celebration that included five simultaneous NFC and AFC Championship Watch Parties at various Birmingham locations in one day. Birmingham Mayor William Bell and former University of Alabama basketball star and NBA legend Robert Horry made special appearances.
“We brightened up two of our markets in a big way and extended the big game experience to clients and people in the area,” said Chief Marketing Officer Dominiquini.
We brightened up two of our markets in a big way
Uniting Texas through gridiron gatherings
BBVA Compass, as part of its efforts to create excitement around the big game in Houston, extended the gridiron experience throughout January to other Texas markets by hosting current and former professional football players for public autograph sessions at local branches.
The BBVA Compass Foundation also donated more than $32,000 to six local nonprofits in six different cities. Players attending events were from different teams and eras, and included former fullback Daryl “Moose” Johnston in Dallas, Fort Worth and Laredo, current quarterback Colt McCoy in Austin and San Antonio, and current linebacker Brian Cushing who made an appearance in Houston.
“BBVA Compass is an engine of opportunity that gives back to the people and communities we serve,” said Texas Community Relations Executive Yolanda Davila. “For our branch visits, we wanted to give people the opportunity to meet amazing athletes and create bright memories. At the same time, we wanted to show appreciation to organizations doing amazing work for these same people in the cities we call home.”
We wanted to show appreciation to organizations doing amazing work for these same people in the cities we call home
A bright (and free) bike ride
On Jan. 23, BBVA Compass, Houston Mayor Sylvester Turner, Houston Downtown Management District and Visit Houston joined Houston Bike Share to cut the ribbon at its newest Bcycle station in Downtown Houston.
The opening of the “Crawford Island” station was celebrated in tandem with the launch of Houston Bike Share’s “BBVA Compass Free Rides” program, an initiative offering free Bcycle rides in Houston from Jan. 27 through Feb. 5.
“We’re all about mobility and giving back to the community,” said BBVA Compass Houston CEO Mark Montgomery. “Every day our employees are thinking about how to create brighter futures for people and our clients. For us to have the opportunity to be involved and give free bike rides during the Super Bowl is fantastic. It’s a way to give back and improve the community, which is what we’re all about.”
Big game, big time chef
BBVA brand ambassador and world-renowned chef Joan Roca’s culinary creativity took Houston by storm during the week before the game – like a well-oiled football team takes over its opponent.
In town for the big game, Roca traveled to Texas to provide BBVA Compass clients big flavours at a local restaurant during a private client lunch and dinner on Feb. 1 and 2. Roca, who makes up one third of the famous Roca brothers of El Celler de Can Roca in Girona, Spain, cooked up multiple dishes made with ingredients from the region.
“When we travel around the world, we come with an open heart and an open mind,” said Roca in a live interview with KHOU’s Great Day Houston, broadcasted at the NFL Experience on Jan. 31. “We’re always eager to learn, and sometimes what we learn is translated into our menu.”
When we travel around the world, we come with an open heart and an open mind.
When wishes come true…
On Feb. 2, BBVA Compass hosted the 13 Make-A-Wish children headed to the game and their families for a private dinner at BBVA Compass Stadium.
In addition to the dinner, the children and their families toured the Houston Dynamo and Dash’s home and spent time with Houston Texans Linebacker Brian Cushing and Houston Dash Forward Kealia Ohai. Hosting the event underscored the bank’s efforts to give back and create special opportunities as part of the big game festivities.
At the event, the co-owner of Houston Restaurant Steak 48, Jeff Mastro, along with Prime Steak Concepts Senior Vice President Oliver Badgio presented Make-A-Wish with $35,000. As a show of support for its Houston community, the BBVA Compass Foundation matched Steak 48’s donation.
Also attending the event was Sandra Lee, who presented the Make-A-Wish honorees with a cake made to replicate BBVA Compass Stadium.
“BBVA Compass was honored to play a small part in making the big game wish experience bright for the 13 Make-A-Wish youths and their families by hosting them for dinner at BBVA Compass Stadium,” said BBVA Compass Houston CEO Mark Montgomery. “The courage of these kids and their families is something special to behold, and we were happy to welcome them to Houston with open arms.”
We were happy to welcome them to Houston with open arms.
A Big Give and a Big Texas Party
On Feb. 4, BBVA Compass teamed with the Giving Back Fund to celebrate one of the most important fundraising events around the big game to Clutch City.
The event, called Big Game Big Give Houston, was a star-studded event featuring the likes of actors Josh Brolin and David Schwimmer, among others. Celebrities were on hand to talk about the bank’s principles and their impact on their personal philanthropic efforts.
Hosted by Lisa Holthouse, editor of Houston City Book, the event highlighted the Giving Back Fund, a non-profit that helps people establish charitable organizations. Bank clients were also able to enjoy the Live Bright Lounge, a particularly significant and warm addition to a chilly night.
BBVA Compass also had a tent at the Big Texas Party presented by ESPN Radio two days earlier on Feb. 2. Billed as a Texas-style party for hundreds of guests, the bank’s dedicated tent included an exhibition of Pursuit riders on BBVA Compass-branded bikes, a replica cake of BBVA Compass Stadium from Cakes by Gina, and a special visit from professional football player Melvin Ingram, who also rode one of the bikes.
5% of all proceeds at the tent were given in support of Pursuit.
Honoring the “Tyler Rose”
One of bank’s biggest moments during the big game festivities was presenting University of Texas and Houston Oiler legend, Hall-of-Famer, and former running back Earl Campbell with its Live Bright Award at the 2017 Steinberg-DeNicola Humanitarian Awards on Feb. 4.
The awards were a part of the 30th Annual Leigh Steinberg Party presented by BBVA Compass. Established by renowned super-agent Leigh Steinberg and Cosmo DeNicola, CEO of Cosmo DiNicola Companies and co-owner of the Arena Football League’s Philadelphia Soul, the Steinberg-DeNicola Humanitarian Awards recognize the charitable initiatives and community efforts of individuals from the professional football family.
Campbell, known as the “Tyler Rose” from Tyler, Texas, received the award, presented directly by BBVA Compass brand ambassador Sandra Lee, in front of the attendees and bank clients, in part for his Earl Campbell Tyler Rose High School Scholarship Fund, which provides scholarships to senior athletes from Smith County (Tex.) high schools that exemplify work ethic, dignity, and service. The bank’s Live Bright Award recognizes exceptional community work that helps people build bright futures and live bright every day.
“We at BBVA Compass live by a set of what we call 10 Bright Principles,” said BBVA Compass Vice Chairman Bill Helms, a fellow UT alum. “Dare To Be You. Work To Your Strengths. Be Fearless. Remember Your Roots. Show Appreciation. Those are just a few. It was hard to pick just one that applied to Earl Campbell. And that’s when we knew we had our guy.”
We at BBVA Compass live by a set of what we call 10 Bright Principles.
Other initiatives and events the bank and clients enjoyed and were involved with included:
- The BBVA Compass/Gow Media Party
- Visa Financial Football
- Taste of the NFL
- BBVA Compass Big Game Viewing Party at Triniti Restaurant