Happy Dance Bonus

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Vision.

FirstBank asked Hip Brand to help them launch a Deposit Growth initiative in 2019 with the goal of growing low-cost deposits by $50 million to support future loan growth. The product hook was a $250 Bonus for new customers opening one of four FirstBank checking accounts.

Solution.

Since we have had success with fresh, unexpected campaigns for FirstBank, we knew this one had to step outside the box. We had several creative approaches to consider but the one that won hands down was our “happy dance” concept. We brought it to life in a fun pre-roll video that ran on social media. The campaign consisted of print, paid social, radio, outdoor, direct mail and branded emails leading prospects to a “switch” landing page with online account opening options.

Impact.

The first eight-week campaign run was very successful which led to an extended eight- week campaign. We tested several alternate concepts, with our “suckers” concept winning the most clicks during the campaign, appealing to customers