FirstBank unveils brand ‘evolution’ campaign
“Emotions” — or the transformation of a frame of mind, typically accompanied by physiological and behavioral changes in the individual — is the title of FirstBank’s new brand campaign, representing the evolution of its previous institutional efforts.
The $2 million campaign succeeds the “Tu Banco I and II” efforts, which focused on personalizing services. This time around, FirstBank is presenting several executions where the bank supports its customers through different life stages to achieve their dreams and goals.
“We were able to convey the message of our personalized service through the cinematographic resource mnemonic, which allows a mental association to bolster the memory of an experience. On this occasion, we are not substituting names, but emotions,” said Antonio Pertiñez, senior vice president of marketing and public relations at FirstBank.
“This way, by placing the bank’s logo over the face of our customers, we achieved animated executions, through digital handling of movements,” he added.
In a recent Advertising Tracking survey performed by Ipsos Hispania, customers ranked FirstBank in second place among its peers, as the bank that helps them achieve their goals and dreams. At the same time, RepTrack Pulse Puerto Rico’s global assessment performed by Gaither rated FirstBank as the bank with the best reputation, which also validates the consumers’ opinion about the financial institution, Pertiñez noted.
“This success is obtained by a special connection with our customers. The campaign acknowledges the values of our institution, and the capacity of our employees, who day after day make true our brand’s promise… to serve all our customers as if the Bank belongs to each one of them”, added Pertiñez.
The new ad campaign, produced by a team of 60 local professionals, including talent, was executed by Norstrom production house, under the direction of Populicom advertising agency, using digital cameras for the car action shots.
All the locations were filmed in Puerto Rico, to highlight the architectural beauty of important buildings, such as the National Archives of Puerto Rico, the new boarding area of the Luis Muñoz Marín International Airport and the gardens of the Museum of Art of Puerto Rico.
The new campaign includes point-of-purchase material for branches, television and cable executions, outdoor advertising, press, cinema, as well as Internet, Facebook and YouTube integration.