[This Post Is Encrypted for Your Protection]

“We found we didn’t have a brand. People were generally confused about what it is we offer.”
— John Ikard, CEO/President

1st Bank in Denver is rolling out a new ad campaign this month with an emphasis on online security. The creative campaign, targeting younger consumers, includes television, print, outdoor and web ads on sites like Yahoo, Ask.com, and MySpace.

In an interview with Marketing Daily, Brian Jensen/VP, said, “We think when other banks are pulling back, we have a chance to stand out.”

A print ad obscures all the text with asterisks to highlight the banks’ encryption capabilities.

“When is there a better time, when you’re a strong viable financial institution, a community bank, to differentiate yourself form the competition than today, when times are difficult?” said John Ikard, the CEO/President of FirstBank.

The bank has a link off its website to a “Stability, Strength & Safety” page with all the right messages. It’s a smart move.

The Denver-based bank has 11 branches and 29 ATMs.

Agency: TDA Advertising & Design in Boulder, Colorado.

Outdoor ads depict $20 dollar bills with the presidential images obscured.

This non-traditional outdoor ad is clever and creative.

Posters speak to a younger audience’s lack of financial knowledge and sophistication.
“We’ll help you understand your money.”

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