Fifth Third Bank is appealing to Cincinnati Bengals fans with a promotion that has already resulted in an increase in account openings.
Minneapolis-based Olson created the campaign for the bank, highlighting the pride that Bengals fans feel. The campaign, which runs through December, includes TV, print, online, out-of-home, radio and in-stadium pieces. The media buy includes Bengals games and local college sports programming.
"The early results have exceeded expectations and we are encouraged by the buzz and online interest in the two TV spots in particular," Joe Chapline, vice president and retail marketing manager of the Cincinnati-based bank, tells Marketing Daily. "Fans have a lot of passion for their team, and this provides us with a great opportunity to tap into that passion and excitement."
The work has resonated with fans. Both TV spots were placed on YouTube in early September, with a spot called "Grandma" receiving nearly 85% of total views. In addition, the videos have gone viral with almost 50% of views watched outside of YouTube.
"This presented a great opportunity in our headquarters market to marry the hometown team with the hometown bank," Lea Ann Stevenson, senior vice president and Greater Cincinnati marketing manager, tells Marketing Daily. "It also allows us to expand our relationship as the official bank of the Cincinnati Bengals and gives us an effective and unique way to reach and interact with current and potential customers."
The campaign works because it connects with the emotional engagement fans have with their team, she says. "As we build the Bengals Checking customer base, we plan to tie in promotion and rewards for things like card activity and usage, driving an even deeper level of engagement with our customers," Stevenson says.