Campaign Concept, Design, Messaging, Multi-Channel Tactics
Phase I of the Partnership creative was about awareness. Even though Firstrust has had this partnership with the 76ers for a while, most people had no idea of the affiliation.
The branded ball gave them the ability to deliver that message quickly and simply in the context of the sport. Pair that with the identifiable 76ers logo and we had a winning formula.
In the branch, we diversified from the core campaign a bit to help reinforce the partnership. Customers were greeted in the lobby with a player-centric floor stand, but then as they waited in line the core creative would be seen through digital signage.
We also produced additional items like Buck Slips and Window Clings to take advantage of the branch experience.
Traditional & Digital billboards ran along I-95, I-76 and around the city of Philadelphia.
Phase II was about utilizing the awareness to productize the relationship. We evolved the style of Phase I to support a new product offering, the Slamdunk CD with a special APY of 1.76% styled with the 76ers branding.
To support the campaign, we developed digital banner ads, emails, billboards, mailers, in-branch digital, roll-ups, buck slips, and newspaper ads.
Shortly after launch, we expanded the creative to support a line-up of CDs as a secondary offering. This lived primarily on the landing page but was supported through email and direct mail creative.