Getting customers to take full advantage of today’s new technology is a continuous effort for most FIs. First Bank wanted to encourage this adoption of frequently used technology for targeted segments: remote deposit and P2P services for seniors, debit card lock/unlock for thirty somethings, and Business Online Bill Pay for middle-age business owners.
The Solution
A series of four, 15-second commercials was created that showed highly relatable examples of needing — and using — the targeted services, for example:
A niece being impressed by not having to teach her uncle how to take a picture of his check.
A granddaughter getting a P2P birthday gift.
A frantic shopper searching for her elusive debit card.
A hands-on entrepreneur saving valuable time paying bills.
The spots are fun, highly branded and symbiotic, playing on the theme, “That’s a first!”
The Results
The spots have been useful in a variety of venues, are easy to mix and match for specific situations and have helped boost usage of the services featured, as well as reinforce a positive, relatable brand impression.
Mobile Deposit
A niece being impressed by not having to teach her uncle how to take a picture of his check.
P2P
A granddaughter getting a P2P birthday gift.
Card Lock
A frantic shopper searching for her elusive debit card.
Bill Pay
A hands-on entrepreneur saving valuable time paying bills.
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