Let’s find a way – how four words helped to differentiate First Horizon
In this ‘always-on’ advertising campaign, the bank was positioned as a solution-oriented partner. Let’s acted as an invitation to a partnership while find a way served as glimpse of the experience to come.
Objective
Build awareness and cultivate consideration of First Horizon Bank with target segments in key markets.
Challenge
Following the merger of two banks, the combined organization found itself with little brand awareness in the majority of its markets. Historically, the bank had enjoyed high brand awareness in its core footprint. The situation was the polar opposite and a new challenge.
Insight
Relationship is a bankrupt word in banking, yet many financial institutions continue to (attempt to) leverage its currency. Why? Because there is truth in it. So, the failing of the industry isn’t that it leans on relationships but its ability to express its value in a differentiated manner.
Solution
The solution was to leverage the power of advocacy in the ‘always-on’ paid media campaign. The authentic voice of the bank’s clients helped to differentiate it from other banks. By also featuring the banker, the campaign became a source of pride and an internal rallying point.
Meet Tommy
The story of Tommy Hall of Halls Chophouse in Charleston and Nashville depicts a son’s intent to honor his father’s legacy by growing the business.
The same banker who helped the patriarch of the family build the business was there to assist with a successful transition and keep an eye toward the future.
Watch and see what building on a family legacy meant to Tommy and his family.
Clever use of media assets helped depict a full story from client to banker, the challenge and the resolution.
Finding the way for Mack and John
Meet Mack
Spend five minutes with Mack Wilbourn, and you’ll immediately know why he is nicknamed the Mayor of the Atlanta Airport. And, if you spend some time with him and his banker, you’ll quickly realize this is a relationship many years and adventures in the making.
Watch to see how they’ve served up their share of success together.
Meet John
The bank helped John Coleman and his company, Entegrity Energy, walk the walk when they branched out from sustainable energy consultant to developer. They wanted to build a net zero, mixed used development in the downtown corridor of Fayetteville, Arkansas and needed a bank. that understood the industry and opportunity.
Watch to see how a conversation turned into an investment for a cleaner tomorrow.
Results
During the early days of the campaign, internal anecdotes provided confirmation that the message resonated with employees. One example is an email received from a commercial relationship manager (RM) who said, “I believe the Let's find a way campaign is special. I am proud of the message….and identify with it as an RM.”
Work provided by // Mindgruve Agency / Porchlight Productions / Ironside Photography / First Horizon In-house Brand Team