FirstBank

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A new branding campaign from FirstBank, Lakewood, Colo., features several ways not to get wealthy and one way to: Save. The work is by advertising agency TDA_Boulder, Boulder, Colo. The centerpiece TV :30, titled “History Lessons,” 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.’“ Additional support print and online advertising offers up such savings wisdom as, “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, i.e. older savers (45+), fiscally conservative, and 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 Businessweek. Online banners are on CNN, CNNMoney, MSN, and on the Wall Street Journal Digital Network. The campaign will run August through November.

Client: FirstBank, Lakewood, Colo. Agency: TDA_Boulder, Boulder, Colo. Brief: Save. Executions: Print full pages and fractionals; online rich media banners. “Free Financial Tip” “Why aren’t more teenagers financially secure?” “Lamp Collection” Target: Older, “cornerstone” banking customers 45+, fiscally conservative, $200K+ household income Media: Colorado political, financial and tennis/golf/cycling programming AD: Barrett Brynestad CWs: Jeremy Seibold, Neal Desai Agency Prod.: Susan Fisher CDs: Jonathan Schoenberg, Thomas Dooley Interactive Developer: Gasket, Minneapolis Digital Design: Marc Bloomquist Breaks: August