The Summary
The Situation
In 2020, the return of Major League Baseball marked one of the first signs of a nationwide move toward normalcy. As the Official Bank of MLB, Bank of America had to determine how to activate its sponsorship amidst such uncertain times.
The Problem
While baseball’s return offered familiarity and optimism, it arrived before many communities had found their footing. Any activation needed to feel deliberate, genuine and impactful — a single swing and miss could put the brand in jeopardy.
The Creative Brief
The Solution
The strategy became clear: it was time to rally. Bank of America turned MLB teams’ game-winning rallies into moments of real support, helping communities across the country mount their own comebacks.
The Impact
The “Let’s Rally” campaign transformed baseball’s return into a nationwide call to action, raising over $600K for Boys & Girls Clubs of America and driving a 37% lift in Bank of America’s brand favorability.
The Context
After COVID-19 postponed its Opening Day in March, the 2020 Major League Baseball season is set to begin Fourth of July weekend. While there won’t be fans in the stands, baseball’s return will signal one of the first nationwide moves toward normalcy for a country in desperate need of it.
Bank of America is the Official Bank of MLB and recently committed $1 billion to address economic and racial inequality heightened by the pandemic. This MLB season, BofA can use its sponsorship as means to drive even further progress for the communities it serves.
The Audience Problem
While stadium lights are turning back on, many community centers and after-school programs remain dark. For the Black and Hispanic families who disproportionately rely on them, the absence of these safe havens has already begun to widen educational achievement gaps.
Without meaningful intervention, these temporary pauses could lead to permanent setbacks, leaving millions of kids to start their comebacks from even further behind.
The Insight
Every comeback starts with a rally.
The Opportunity
GET: baseball fans
WHO: hope America’s pastime will spark better times
TO: be more than spectators in their community’s recovery
BY: showing how rallies on the field can ignite rallies off the field.
The Strategy
This MLB season, Bank of America turns every comeback win into a comeback moment for the community.