Client_

First Hawaiian Bank

Project_

Brand Campaign

We're making a bank feel young again.

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Background_

Hawaii’s oldest bank was showing its age.

First Hawaiian Bank has been around for over a century and a half. But over time, their client relationships started to age, and younger consumers saw them as the bank for “older folks.” Banking has also become a commodity, with busy and less affluent customers flocking to credit unions and online financial institutions. So how did we help Hawaii’s oldest bank attract a wide demographic of younger consumers? We helped them relate.

First Hawaiian Bank  |  "Let's Talk"  |  TV Commercial :60

Insight_

It’s expensive to live in Hawaii, so everyone could use a little help.

Hawaii has one of the most expensive housing markets in the nation. Cereal costs more. Gas costs more. Every little thing eats into the budget. So it’s no surprise that when people want to buy their first home or send their daughter to college, they need financial help.

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Solution_

We helped First Hawaiian Bank check off demographic milestones.

Every bank helps people check off their milestones, so in order to get noticed by new customers, we needed to form an emotional bond that would make them see First Hawaiian in a new way. TV and online media were targeted to reach different demographics. The campaign also included a milestone-based website that featured products as a way to check off each goal.

First Hawaiian Bank | "Private School" | TV Commercial :15
First Hawaiian Bank | "Rich Guy" (Marcus Mariota) | TV Commercial :30
First Hawaiian Bank | "Family Van" | TV Commercial :30
First Hawaiian Bank | "Guy's Trip" (Marcus Mariota) | TV Commercial :30
First Hawaiian Bank | "Dorm" | TV Commercial :15
First Hawaiian Bank | "Proposal" | TV Commercial :30
First Hawaiian Bank | "Omiyage" | TV Commercial :15
First Hawaiian Bank | "Mompreneur" (Malia Jones) | TV Commercial :30
First Hawaiian Bank | "Retired" | TV Commercial :15

What they said_

“Everyone related to different spots. That’s when we knew the campaign was a winner.”

Chris Dods, First Hawaiian Bank, Executive Vice President, Marketing and Communications Division

Results_

  • 27% increase in awareness over previous year

Channels_

Print, Broadcast, Digital, Social

MVNP's Role_

Account Planning & Management, Creative Development, Interactive, Media, Production

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