• by Tanya Gazdik , June 5, 2014

FirstBank is targeting a younger audience with a memorable TV spot, “Bargain Dummy,” that distinguishes between “good free” and “not-so-good free.”

FirstBank is the only one of Colorado’s top eight banks (by deposits) to offer free checking and the ad addresses the skepticism with which some customers might greet that offer.  The 30-second TV spot, created by TDA_Boulder, has a “Twilight Zone” feel to it.  

At a yard sale, a shopper holds a half-life-size ventriloquist’s dummy and asks, “How much for this?” The seller, an elderly lady, stiffens a bit and replies, “Oh. That’s free.” “Really?” shopper asks, “What’s wrong with it?”

The seller gives a slight downward glance and a pause before she seems to will herself to answer, “Nothing.” The shopper thanks her and turns to go, dummy clutched to his shoulder. The seller’s frozen smile disappears. Cue the eerie music as the dummy, leaving home, takes a last look around.

The Lakewood, Colo.-based financial services institution is targeting a younger audience, ages 16–39, with the effort.

Free checking is an attractive product for customers of all ages because it has no minimum balance or monthly service charges, says Brian Jensen, svp of marketing, FirstBank.

“We think it is especially attractive to a younger demographic that may be finishing school, getting a new job or starting a family,” Jensen tells Marketing Daily. “In addition, our mobile app with FirstGlance and Mobile Check Capture provides convenient, 24/7 account access for customers that are always on the move, which often amounts to the same younger demographic.”

The ad will appear online on sites including ESPN, Pandora, Yahoo, Hulu, Tremor and YuMe. The TV buy includes all broadcast networks, with an emphasis on primetime and sports, including NHLand NBAplayoffs, and also on more than 20 top cable channels, AMC, ESPN, Comedy Central and USA Network among them. In addition to Colorado, the geo-targeted online buy also includes Phoenix, Ariz. and Palm Springs, Calif. DMAs.

The effort, which runs through the end of 2014, also includes pre-roll video, tablet and smartphone, rich media with video integration, 15-second animated content videos, standard flash banners, static and expandable mobile banners, 30-second radio, outdoor/transit/airport, social media, magazines and newspapers and direct mail.