Southern Style Banking



Founded in 1906, FirstBank has grown into the largest independently owned bank in Tennessee. They turned to Hip Brand Group to launch a “switch” advertising campaign targeting prospective new customers interested in a better banking relationship.


The “buy local” movement is transforming the way that Americans think about everything from food to consumer goods and services. The idea that bigger is better is losing traction as people favor the advantages of local options—and that has major implications for community banking. With this as a driving factor, Southern Style Banking was born as a campaign theme to promote the idea that local is better, even when it comes to banking.


An integrated approach across advertising channels from traditional and digital to promotions that included a local gift box giveaway on social media and MoonPie Fridays held in the branches attracted thousands of prospective new customers and gave FirstBank a strong brand foundation to build on in the future.

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