People know a celebrity's net worth but not their own. They'll spend hours researching a vacation and minutes thinking about retirement. They spend more time scrolling their feed than checking their finances.
For all the attention money receives in culture, it's still one of the topics many people are least comfortable discussing. Research for BOK Financial® uncovered a simple but powerful insight: Financial avoidance is often a bigger barrier than financial knowledge. People don't always need more information about money. They need to feel more comfortable engaging with it.
That insight inspired Let's Talk Money, a consumer brand campaign developed to increase awareness in BOK Financial's priority growth markets and support retail deposit growth. Rather than leading with products, rates or financial jargon, the campaign used humor and relatable observations to spotlight the everyday ways people avoid thinking about money and encourage them to start the conversation.
Built as part of BOK Financial's broader Let's Talk brand platform, the campaign transformed familiar money behaviors into conversation starters through integrated video, social, digital, audio and out-of-home media. Creative executions challenged consumers with questions like "Know more about ticket prices than interest rates?" and "Saying no to extra guac but not ATM fees?" and helped the brand connect with consumers in a way that felt more human than traditional financial-services marketing.
The campaign generated strong awareness and engagement momentum while helping establish a distinctive voice for BOK Financial in key growth markets.
By turning financial avoidance into an invitation to engage, Let's Talk Money proved that one of the most effective ways to help people make financial progress is simply to start talking about it.
