BBVA Compass is back again heating up the summer days with its “Summer of Opportunity” initiative, brightening people’s future with gift cards, a “pay-it-forward” attitude, and a newly-added small business component.
The campaign, which officially kicked off today, gives bank employees the chance to hand out $25 gift cards to unsuspecting people across the BBVA Compass footprint. The larger, re-branded version of “100 Days of Brightness” will also add a small business component as part of the bank’s “Year of Opportunity for Small Businesses”, where the bank will team up with local small businesses to give back to charities.
“When it came down to it, we thought, ‘What else can we do to make this campaign bigger and brighter?’” said BBVA Compass Chief Marketing and Digital Sales Officer Jennifer Dominiquini. “We wanted to not only enhance the gift card component, but we wanted to add small businesses to the mix. We know that if we wanted to truly create opportunities for a community’s brighter future, we needed to include small businesses - the cornerstones of those communities.”
What else can we do to make this campaign bigger and brighter?
As in previous years, bank employees will upload their random acts of kindness on social media channels using the #LiveBright hashtag through September 8. The bank is promoting the initiative under its “Show Appreciation” principle, one of the bank’s 10 Bright Principles launched in early 2016.
The summer-long campaign is now in its third year and will continue to utilize bank brand ambassadors in addition to its employees. Last year, lifestyle expert Sandra Lee spread cheer by giving her gift cards to servers, chefs and security guards around New York City during the week of Fourth of July. The Roca brothers, owners of world-renowned El Celler de Can Roca — No. 1 on Restaurant magazine’s World’s 50 Best list in 2013 and 2015 — surprised two San Francisco Cooking School students with gift cards.
The small business component of “Summer of Opportunity” will kick off later in the summer, where businesses and markets will be announced around that time. The bank’s “Year of Opportunity for Small Business” campaign kicked off in early-May.