Vision.
Headquartered in Nashville, Tennessee, FirstBank has mortgage operations in over 100
locations in the Southeast. FirstBank realized there was a big opportunity to cross sell their
outstanding retail banking products to thousands of their mortgage customers.
Solution.
FirstBank presented Hip Brand with the challenge of creating a conceptual approach that
would get the attention of these customers. The campaign “Seed Money” was born
consisting of oversized direct mail cards that contained an unusual free gift: a packet of
seeds. The theme, “All Good Investments Start With Seed Money. Including You.”, reminded
mortgage customers that FirstBank helped them put down roots while planting the idea of
being their bank.
Impact.
The colorful, three panel postcards are being mailed every six weeks and lead to a landing
page featuring easy online account opening to facilitate conversion. Additional channels
being utilized include creative email marketing.
