• by Tanya Gazdik , August 24, 2012

FirstBank has blanketed the city of Denver with a new takeover campaign that runs through September.

Created by TDA_Boulder, the campaign shows possibilities in which a potential business could start or grow, with a hand from FirstBank. The goal of the awareness campaign is to inspire FirstBank customers and potential ones to associate the brand with small business banking.

Throughout Denver, light rail trains pull into stations that look like orange submarines wrapped in decals identifying their inhabitants as “Your New Employees,” while others are announced via TDA’s branded pedicabs and taxis.

At the 16th St. retail complex, a tree-lined pedestrian promenade, bright orange TDA-designed banners hang from storefront windows teasing, “Coming soon: Your Second Location,” The Wait is Over,” Now in Denver,” and “Business Starts and Grows With 1STBANK.”

Street teams have been handing out sunny shopping bags from “Your Boutique.”

The campaign helps the bank “make a positive statement as a member of the community and lets people know that FirstBank is here to help businesses grow,” said Brian Jensen, FirstBank’s senior vice president of marketing.

The creative came out of what TDA Creative Director Jeremy Seibold describes as a stressful relationship brewing between small business and banks, which seem to favor bigger-company customers.

“Big banks are always talking about their love for small business, but most don't offer competitive products or premium service unless you are a really large company,” Seibold said. “We wanted to get the message out that FirstBank is on your side no matter what size business you have.”

Other unique elements of the campaign include a FirstBank Putt Putt golf course, which goes live Sept. 14. Also at the venue, a vending machine labeled “Your Beverage Company” will dole out free bottles branded “Your Water Company.”

Ad executions for traditional media outlets, such as billboards and print, tackle a specific business trade: Art and copy focuses on “your” coffee shop, dental office, fashion boutique, micro brew or bakery.

Fine print in the outdoor, print, online and radio creative positions FirstBank as a partner for the small business community, and stresses personalized services, 24-hour support and full-online access to banking.