Created by Boulder, Colo.-based TDA, the centerpiece of the campaign is a 30-second TV spot titled "History Lessons" which shows some very happy investors, their net worth tied up in tulips (1637), stocks (1929) and real estate (2008). The tag, for the spot and for the whole campaign, is "There is no 'Get Rich Quick.'" The campaign will run through November.
The campaign also features print and online with copy that includes: "If you really can earn millions without ever leaving your couch, then why aren't more teenagers financially secure?" "Are the odds of finding a magic lamp really worth the embarrassment of having a lamp collection?" and "Free Financial Tip: Stop taking free financial tips."
The media strategy focuses on political, financial and non-team sport programming to target what FirstBank calls its "cornerstone" customers: Older savers (ages 45+) who are fiscally conservative with $200K+ household income.
The broadcast schedule is heavy on Sunday morning programming, on all networks, and on cable includes CNN, CNBC, FoxNews, MSNBC, ESPN2 (tennis), Golf Channel, Versus (cycling), Discovery and TNT. Print full and fractional pages appear in major Colorado daily papers and in geo-selected Money, Fortune, Forbes, Fast Co., Entrepreneur, and Bloomberg's Businessweek. Online banners are on CNN, CNNMoney, MSN, and on the Wall Street Journal Digital Network.
FirstBank is a division of FirstBank Holding Company, Lakewood, Colo., privately held and majority owned by its management and employees. It is Colorado's largest locally owned bank, with additional locations in California and Arizona.--Tanya Irwin