Creative Crackdown: FirstBank Campaign Via TDA
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Four distinct ad campaigns – covering security, helpfulness, ease of online banking and availability of mobile banking – amount to a new, umbrella positioning for Lakewood, Colorado’s FirstBank: “Business As Usual.” As scrutiny over banks ranks at an all-time national high, we wondered what you thought of this new campaign from Boulder’s TDA Advertising & Design. What do you think of the strategy? What do you think of the work peeling off it? Will it move you to move your account to FirstBank?
Print Ad (Theme: Secure)
Outdoor (Theme: Secure)
In-Bank POP (Theme: Helpful)
Guerrilla (Theme: Mobile)
TV (Theme: Secure)
TV (Theme: Easy)
Comments
anthony castellano November 5, 2008
Considering where they were
Considering where they were coming from, “First Bank, The Colorado Bank for You” which was as banker boiler plate as it comes. They made First Bank relevant. Most people just want a place where they can put their money, safely access it using the internet, and get cash easily. In my mind they seem to at the very least, put themselves where Vector Banks are. Will it make me move my money? No. Its a pain in the ass to just move money. I dont think any ad or amount of cookies or toasters will make me just say “I’m moving my money”
Will I consider them if I get pissed off at Vector Bank? Sure.
larry hinkle November 5, 2008
having worked on both banks
having worked on both banks and credit unions in the past, i’ll give tda props just for getting something so different from the typical financial tundra produced. even better, the campaign is actually really good, and not just different. finally, getting dave logan’s ginormous noggin off my tv wins them today’s double plus good gold star.
that said, i still probably won’t switch banks. it’s a pain the buttocks. and first bank doesn’t have any branches with drive-thru windows. at least not here in the springs.
Dave Logan November 5, 2008
Some really creative ads
Some really creative ads here. The first spot is a little formulaic and very addy, but it’s mostly addy in a good way. The second one is just downright funny. It’s some of the best TV they’ve produced if you ask me. TDA seems to be making some waves on this client and it’s an enormous improvement from the Dave Logan spots/jingle that was almost permanently ingrained into our heads just a few short years ago.
My only criticism is that these are essentially just single, one-off style ads. It’s like 4 different campaigns that don’t seem to be connected by anything other than the logo. I don’t see much of a larger idea like Fallon did so well with Citi’s live richly campaign years ago. Sometimes, I feel like TDA would rather focus on award show worthy ads than a cohesive, strategic campaign. Let’s be honest, every bank offers secure online and mobile banking – and that’s all we see communicated here, albeit, very well. Maybe that’s enough to work.
Frankly, I don’t think there’s a good enough ad campaign in the world that’ll convince me to change banks, although right now I’m considering Wells Fargo, Chase and Bank of America since they’re doing strong financially.
Katie November 5, 2008
I’ve had a FirstBank account
I’ve had a FirstBank account since they made me open one when I was a teller there. Their advertising blew. Once, I couldn’t go into my bank because Dave Logan was filming a commercial in an SUV right outside. Hiring TDA is the smartest thing they could have done for themselves.
eric kiker November 5, 2008
As usual, the work from TDA
As usual, the work from TDA is incredibly clever, but I’m not sure what the strategy is – it certainly gives me the feeling that FirstBank is progressive and provides the sort of things I expect from a bank, like security and an online component. And I imagine most of this stuff was in the can before the big meltdown – but is there an opportunity being missed?
After all, FirstBank is a locally owned, non-mega bank. The mega banks are the ones trying to convince you to trust them, which is coming off pretty wooden and defensive. Meanwhile, community banks, like FirstBank seem to be doing far better. Add that to the fact that community banks make something like 80% of all small business loans and there seems to be a real opportunity to distinguish this locally-owned group of banks from the greedy, monolithic megas.
But that’s just my $.02. As I said, the work is super creative.
miles mcilhargie November 5, 2008
Great work. Love the fact
Great work. Love the fact that First Bank is having this done. I have banked with them for the past 5 years and would never think of switching. Now they have a super image to go along with their super customer service.
Justin McCammon November 5, 2008
Good stuff. I just saw the
Good stuff. I just saw the **** one in 5280 mag last night and thought it was a clever way to show security.
Will I switch banks? No way, like everyone else says, it’s a pain in the ass and the only real reason for me to switch banks would be a much higher interest yield.
Never having to see those awful Dave Logan ads again is a pretty nice reward, though.
Brian November 5, 2008
Great ad work and definitely
Great ad work and definitely pleasing to see. Will it motivate me to change banks? No. However, it gives 1st Bank a different presence and possibly in one that is changing and adapting as it is right now––other customers may be in a situation where they have to.
I personally use Wamu, and have grown to love their atmosphere and approach to ads as well. Banks should not be strictly about being templated corporate visuals or a very “secure” design…it should be somewhere you don’t mind making the extra step to deposit a check or actually not dread going.
Josh November 5, 2008
Because, as Anthony
Because, as Anthony mentioned, banks tend to stick to a very similar form for ads in every type of media, I think that these are perfect differentiators. As someone who has had multiple problems with the big banking corporations, the modern tone and message in these ads certainly do appeal. The short pitches in the TV spots are well integrated into the two gags, and the viewer never feels “advertised to,” which is almost never the case when it comes to banking ads – especially regional banks.
paul suggett November 5, 2008
Have to agree with Erik on
Have to agree with Erik on this one. The work is clever, as always. I love the security ad (not so keen on the billboard). The TV spots have great humour and are executed well, although CitiBank will take some beating on the stolen identity work. This spot seemed to make light of it rather than highlight the serious problem it actually is. But as a collection of work, I’m struggling to see the overall message here. What was the strategy I wonder. Was it to make 1st Bank seem cool or maybe approachable? Is there a bigger story to tell in light of these horrendous economic times? Saying that, it’s 1000% better than the old crap, and I’d never turn down the chance to work with TDA…maybe I should take it all back?
sven November 5, 2008
in addition to this stuff, i
in addition to this stuff, i saw some ads about the economic meltdown. they weren’t in the same voice… they were super boring but got the message across that “hey, we’ve still got loads of money.”
would be nice to see some creativity regarding the crisis.
Corey Hayes November 5, 2008
Few agencies can pull off
Few agencies can pull off creative like this, TDA is one of them. They consistently bring revolutionary creative to the public foresight. Keep your eye on them because they are heading upwards.
Gregg November 6, 2008
All I have to say is … those
All I have to say is … those sonsabitches over there at TDA.
I actually saw two executions in the last couple days and wondered who was behind them. Damn those guys. They just continue to create simple, thoughtful, clear, relevant work. This work is no exception. And a huge leap from the former FB dreck, with or without Dave Logan.
As many have pointed out, it’s a pain in the ass to switch banks. Short of a full body massage and a happy ending, there’s little a bank could promise that would result in that. So why even ask that question?
Without overthinking it, TDA made a friend out of First Bank here. Like someone I might want to hang out with. So the next time I am pissed off at my bank, they’re likely to get considered. What more can a bank ask?
Stuart Confer November 6, 2008
I really dig this stuff,
I really dig this stuff, kudos.
Randall Erkelens November 6, 2008
Fun. Different than
Fun. Different than competition. So tired of the lame in-bank POS at US Bank. Stock-ish photo of happy people and drivel headline (urrr… I mean “Free Checking”)
The first print execution is clever stuff. Look for it in CA next year.. then we’ll see what’s just ordinary!
Dave Logan November 6, 2008
What’s wrong with my old ads.
What’s wrong with my old ads. They do not suck. You do. So there. nanny nanny boo boo.
Randall Erkelens November 7, 2008
Can I get a toaster with that
Can I get a toaster with that comment?
Realist November 11, 2008
I think I’ve seen the ****
I think I’ve seen the **** ****** ***** trick before…
clever little monkeys they are
keler November 11, 2008
I’ve absolutely seen the ***
I’ve absolutely seen the *** trick before but I think what shines here is the bunnies TV spot and the outdoor. The other spot feels like it was a reject idea from the fallon citi bank security campaign years ago. The rest of the work is decent, but I think we’ve all seen better and much worse advertising done for a bank. Bravo.