Fifth Third has undertaken a full-scale campaign targeting a key strategic segment to the bank: Hispanics. The campaign, entitled “Las cosas que hacemos por los suenos,” (“The things we do for dreams”) plays with different takes on “The American Dream” — owning a home, taking a family vacation, etc. Each piece offers tips regarding how to make the dream a reality through proper financial planning.
Print ads use the time-tested “fill-in-the-blank” approach: “The things we do for __________ .” Each ad includes a poetic first-person testimonial, a brief copy block and the URL for the bank’s Spanish-version website, espanol.53.com.
As the financial landscape continues to evolve, check out these four anticipated financial marketing trends to focus on for maximizing ROI in 2024.
This credit union redefined branch management. Manage one remote team and serve multiple locations. It's not just a solution, it's a revolution.
The campaign, which began its initial debut back in April, will run throughout the year in markets within the bank’s footprint: Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids and Indianapolis.
Ads will run in radio, print, out-of-home and online — all in Spanish-language media venues.
The campaign also includes a series of financial workshops and TV vignettes with financial tips for the current economic climate and beyond.
A comprehensive public relations push will support all initiatives, a press release promises.
The campaign is the work of the vox collective, a full service ad agency, that Fifth Third has partnered with on previous multicultural initiatives.
Headquartered in Cincinnati, Fifth Third has $119 billion in assets and has 1,318 full-service banking centers.