Fifth Third Bank Says "Don't Be That Guy"
Olson Campaign Encourages Financial Responsibility
Parents everywhere dread it. That talk.
No worries. Olson, working in partnership with our client Fifth Third Bank, just launched a holistic financial responsibility campaign directed at college students, high school students and their parents.
It promises to make talking about that difficult subject, you know, uh, money, a lot easier.
The multi-pronged campaign, "Helping you navigate financial independence," first began in May with educational presentations in high schools, and continues this summer with the launch of www.53.com/students.
And because this is the first exposure to Fifth Third for most of the target audience, the creative team chose an engaging and irreverent approach. The campaign hinges on a series of videos featuring "that guy." You remember him, he was your roommate in college? Always broke, huge credit card debt, never had the rent?
So, the "Don't be that guy" campaign also extends to in-bank and college campus signage, t-shirts, cinema advertising, online ads and a scholarship sweepstakes.
"Parents and students need financial education resources to foster responsible money management, and we wanted to reach them in a new, fun, non-traditional way," says Joe Chapline, VP, marketing manager, retail, Fifth Third Bank. "We think we've really hit on something here. Targeting high school kids and their families is important because it gives parents a chance to have a financial conversation before their kids leave the nest. And often that talk is happening too late, after kids have already made huge financial mistakes."
The campaign targets all Fifth Third Bancorp markets, including Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina.
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