Building a distinctive brand in a parity category
Background
Fifth Third Bank is a mid-size, mid-west consumer bank that was also only getting middling results when it came to brand recognition and consideration.
Fifth Third has a fraction of the media budget as its biggest megabank competitors like Chase or Bank of America, but it still needed to make an outsize impact with its advertising. That’s where the bank’s new brand campaign comes in.
Brand campaign
This is Banking a Fifth Third Better is designed to build a positive emotional connection while repeating distinct brand elements so that our audience not only remembers us, but considers us for their everyday banking needs right along with the megabanks or regional darlings. The campaign highlights the most demanded banking products or features that people expect today, in a tone that is uniquely Fifth Third.
Results
By improving brand distinctiveness and recognition through an integrated, full funnel campaign, we ultimately grew consideration and led to a measurable increase in new household checking accounts.
Agency: Pereira O’Dell
Role: Brand Strategy Director