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Fifth Third Bank Relates

By: Dwayne W. Waite Jr.

Fifth Third Bank has just released the latest regional campaign that was done with its latest agency of record, Leo Burnett. Fifth Third is focusing on curiosity, calling itself "the curious bank" because not only does curiosity lead into innovation or different thinking, but it is a trait that other banks don't seem to have.

The Fifth Third and Leo Burnett partnership has created a campaign that includes regional television, print, radio, online advertising, and digital out-of-home. The goal of the campaign is to show others how Fifth Third Bank is not okay with the status quo, and as it learns and asks more, it can provide better answers to the questions of its customers. It also wants to create more, and innovate the products and services it provides.

The campaign leads off with television spots called "The Challenge" and "The Idea." Both spots want to highlight how people who are curious take that extra step, and find a better idea rather than taking what's right in front of them. The online advertising on the site showcases "the curious bank" line along with nice copy explaining what it is trying to tell.

We are used to banks telling us that their service is better, or the product list that they provide are better, but this campaign shifts towards the people who create the products. It wants to tell consumers that the people in Fifth Third Bank are the reason why you'd like to be a part of it, which is a different concept when it comes to banking. When we think of banking, we tend to become guarded since our finances (and therefore well-being) is involved. To lift the guard and talk more about the people designing the innovative products and services that help you build a better financial foundation could prove to be a powerful message.

The element of curiosity is interesting too. It's true; one does not hear of bankers being too curious to help. It's different, and it will be fun to see how that message continues to develop, and how it resonates with potential customers.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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