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First Bank & Trust Case Study
Challenges:
- Take a high-profile sports related spokesperson and make him relevant to business banking
- Utilize the existing tagline, Business Made Personal
- Develop a campaign that could be easily modified, and have lasting results with extremely limited access to spokesperson
- Get the spots on the air in a matter of days without breaking the budget
Strategy:
- Developed a campaign relating football to business that branded Coach Sean Payton as the CEO of the Saints
- Demonstrated how business is personal for both the Saints and First Bank & Trust
- Maximized bank's investment and coach's time in order to produce a library of materials, adaptable for future use
Results:
- By utilizing Berning's in-house production resources, Berning was able to produce and distribute the campaign cost-effectively, in a matter of days
- Proper planning allowed the campaign to rotate messages and last two full football seasons
- First Bank & Trust was successfully branded as the official banking partner of the New Orleans Saints