The 60-second brand spot follows a hotel bellhop through his run-of-the-mill day, until he trades suits and becomes a self-help superstar, teasing: "Who wants to be rich like me?," and promising how to "Never. Work. Again." A tagline states, "There is no 'Get Rich Quick.' Start saving at efirstbank.com."
The spot aims to resonate with older (45+), upper income ($50K+ liquid assets) "Steady Savers,"?who have accounted for nearly 60% of FirstBank's $1 billion 2009 asset growth.
Three 30-second spots target a broader audience with product benefit "Reasons to Switch." A doctor and a date whose acquaintances you'd rather not have made are set-ups for a "mobile alerts" tagline. And a keyboard artist's recording talents cut shorter than he'd like are, it turns out, thanks to the abbreviated hold times of FirstBank's "24/7 Customer Service."
The summer/fall campaign will run in Colorado markets on all broadcast and cable networks, on sports shows including the Wimbledon Men's Final, the World Cup Final, the NFL Season Opener and the World Series, and on fall premieres including "Grey's Anatomy," "Two and a Half Men" and "Parenthood."-Tanya Irwin