FirstBank Rolls Out New ‘Experiences’ Brand Campaign
SAN JUAN–As a result of its successful business growth strategy, FirstBank launched Wednesday its new “Experiences” brand campaign. For the first time in its brand advertising, the message is conveyed through the bank’s clients, and diverse products and services are integrated in the campaign.
“In 2015, we achieved second place in the areas of deposits, branch network, preferential clients, mortgage originations, ATM terminals, and debit cards, according to 2015 market share results. In deposits, we were the bank with the greatest growth, moving from fourth up to second place. At the same time, we have strengthened our presence in the Virgin Islands and Florida,” said Ginoris López-Lay, FirstBank executive vice president.
“Additionally, we have increased by six percentage points our penetration as the preferred choice among customers. These are FirstBank customers who do business with different banks, but have us as their main bank,” López-Lay added.
“The 2015 Advertising Tracking study by Ipsos confirmed that our last campaign was successful in connecting the brand with the consumer, reflecting a significant link between them and our brand,” explained Karla Colón, brand manager at FirstBank.
The new “Experiences” campaign—based on the brand’s cornerstones of innovation, personalized service, and commitment to the community—presents seven scenes in which customers express their satisfaction at having a bank where their dreams and interests are a priority.
In order to maintain a top of mind recall of its digital tools, the ad featured a scene depicting a funds transfer transaction between clients through Mobile Banking; which also has many functions such as availability of PDF format account statements up to 18 months, stop-payments, and bill payment, among others.
“As a new element, we included the theme of the environment in order to continue promoting its care and conservation among our customers. Through our Social Responsibility Program, Uno con el Ambiente, we offer programs that support cell phone recycling, reforestation, and urban vegetable gardens, which validate the first place ranking we obtained in the areas of citizenship attributes and social commitment in the 2015 Financial Behavior of Individuals study by Inmark/Gaither and the RepTrack study by the Reputation Institute in 2014,” López-Lay said.
In the last year, FirstBank has received two awards from the Excel Contest sponsored by the Puerto Rico Public Relations Professionals Association in the categories of Community Relations Campaign and Public Relations Program, with the Crece Verde and Uno con el Ambiente.
Colón explained that “as part of the campaign’s creative, we see and hear our customers say, ‘FirstBank comes through for me in emergencies, helps me protect the environment, and is my partner in happiness (or is my best business partner).’ This conveys a connection with our brand, based on our corporate culture of offering excellent, personalized service. Through their stories, our customers confirm the message in our slogan, proving that, at FirstBank, each customer is treated as if the Bank were their own.”
“Using our logo’s rectangular design, the personal aspirations or dreams fulfilled by our customers were conveyed on a split screen. This effect allowed the combination of two images on the screen that later form the main frame, which portrays our customers’ testimonies and includes their names,” added Colón.
The campaign is supported by television and cable advertising pieces. To complement the key message, POP materials will also be used in branches and outdoor advertising, digital ads, internet and social networks.
A total of 40 Puerto Rican professionals worked on the “Experiences” campaign in the areas of production and talent, under the direction of the Populicom advertising agency and the Nostrom production company.