First United Bank is a different kind of bank, focused on the role finances play in its customers’ lives. Although mainly located in rural and suburban Oklahoma, First United had recently expanded into Texas. Still, their core customer identified with traditional values. The bank needed a campaign to communicate their relationship-driven approach to banking.
While the target appreciated the technology and convenience offered by big banks, they preferred the warm neighborliness of a community bank. They wanted interaction, not transaction, so we needed to find a way to show them that’s what First United was all about.
First United’s point of difference – a dedication to always doing the right thing – was the perfect foundation for illustrating exactly how banking with First United was unique. However, the ways customers interacted with First United were based on their individual financial situations. We asked customers to share those challenges with us, so we could work through them together.
Using the bank CEO as a spokesperson allowed us to put forth a transparent, trust-worthy message highlighting their commitment to improving the financial well-being of their customers, and their communities. With a message delivered through television, radio, newspaper, outdoor, and even a new bank lobby design, LOOMIS brought First United’s “Spend Life Wisely” purpose to life in their brand.
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