The campaign, launched 2/27, stretches across several platforms, including regional television, :60 radio and digital roadside billboards. The Cincinnati-based bank used AOR Leo Burnett USA to develop “the curious bank” campaign, replacing “Things We Do for Dreams,” which launched in 2008.
The effort began with two television commercials that show how curiosity can lead to good ideas. Fifth Third spokesperson Stephanie Honan tells RBR-TVBR the TV effort focuses on News and Sports programming. Markets where the effort is running include Chicago, St. Louis, Indianapolis, Evansville, IN, Louisville, Lexington and Florence, KY; Pittsburgh, Huntington, WV, Atlanta, Toledo, Cleveland, Columbus, Dayton, Cincinnati, Charlotte, Knoxville, Tampa Bay, Naples, Detroit, Traverse City and Grand Rapids, MI.
Listen to the radio spot here:
Fifth Third did not disclose the cost of the campaign, but it had a $110 million marketing budget last year, according to the Cincinnati Enquirer.
“Curious people ask better questions, listen carefully, and find better answers,” said Larry Magnesen, senior vice president and chief marketing officer, Fifth Third Bancorp. “As we sought to reflect the important changes we have made over the past several years to the way we do business, curiosity surfaced as an important value we wanted to affirm with our own employees: be curious about our customers’ needs, be curious about the way things could be made easier, and be curious about how we can innovate our products and services.”
He said the campaign comes after the bank and its new advertising agency, Leo BurnettUSA, studied the advertising of 40 competitors. In the end, curiosity emerged as a key value that Fifth Third wants to showcase.
The campaign leads off with two television spots titled, “Challenge” and “The Idea.” Both illustrate how curiosity inspires people to go beyond conventional wisdom and leads to better ideas.