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.
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