At a time of post-recession, all time distrust of financial institutions, 1st National Bank required a strong advertising campaign to address the reticence and set itself apart from multinational banks without an indigenous footing on the island.
Accela’s approach to the advertising campaign began with research through which was discovered that the market was frustrated, confounded, and making desperate decisions and choices to save their home, their business, and their way of life.
It was not a time for any Financial Institution to over-promise. Instead, it was a time for reassurance and solidarity. People needed a guiding hand and someone showing them, “We really care about helping you get there. You are more than just a customer to us. This pure, honest, and simple message easily understood and easily adopted. What also made this advertising campaign strong was it synergized so well with The Bank’s existing tagline which is: Here…for YOU. The theme united all of 1st National Bank‘s talking points and service enhancements under one compelling message and gave the real reason why the bank is going the extra mile. The loveseat in the island’s Kwéyol Madras print, was a subtle nod to the indigenous roots of the bank and signifyingintimacy and relationship and became the visual vehicle for this brand campaign. An actual physical loveseat was placed in bank branches for consultations. Each visual execution featured a 1st National Employee sharing the loveseat with a customer or a customer on the loveseat or being beckoned to sit on it. The goal was making its relationship more intimate, meaningful and empathetic.
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