First Trade Union Bank needed a platform to raise awareness for its technology-based mobile banking conveniences geared for young “on-the-go” urbanites. The bank was poised to become first to market with a unique mobile payment app, FT Pay, thus offering a more comprehensive suite of smartphone/tablet banking options as compared to other banks.
Given First Trade’s strategic investment in technology, a key challenge was to deliver brand lift, i.e. an increase in perception of First Trade as synonymous with best-in-class mobile banking. First Trade’s target zone was the coveted and competitive Boston DMA, inundated with both deep-pocket corporate banks, as well as smaller financial institutions – all competing for share of mind.
First Trade partnered with Boston magazine to sponsor a flagship culinary event in the Boston Seaport/Innovation District, with the goal of raising the profile of the bank, reinforcing ties with the region, and creating a platform to promote its brand promise and products. The “Battle of the Burger” event, one of the largest of its type in New England, was supported by a comprehensive pre- and post-event PR and social media push, in addition to utilizing traditional paid media advertising.
First Trade’s presence at the event included a host of branding vehicles featuring its “More Ways to Bank” advertising campaign creative. The sponsorship included an experiential activation component promoting the FT Pay app with demonstrations by trained brand ambassadors, a drawing where attendees could enter to win a gift card from the bank, and the presentation of a check to the non-profit event partner, Greater Boston Food Bank. The event was attended by over 1,200 people, garnered several hundred leads for the bank, and afforded an opportunity for the bank to align with national brands, including co-sponsors Infiniti, Amstel Light, Xfinity, and media host Boston magazine.
Event photos by Melissa Ostow for Boston Magazine.
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