In this new holiday campaign, mall shoppers in Colorado, California and Arizona will be given the chance during December to pick up free gifts for their friends and family, courtesy of FirstBank. To take advantage, a camera phone and access to a digital printer are required.
The backlit posters on which the ads appear invite passersby to photograph, and then print out a “homemade” jam label (needs existing jam jar), a “star adoption” certificate, or a painting of a clipper ship (needs frame), which they can then “give to a loved one.” In the ads’ tagline, FirstBank says, “We’re here to help you save.” The executions double as direct mail.
From the press release: “The campaign’s intent is to take advantage of the holiday season to make a more personal connection between the bank and its customers and potential customers. The idea is that, coming from a regional as opposed to a national bank, such a message will be seen as a shared joke (as well as an acknowledgment of the difficult economy).
So damn good. Agency: TDA Advertising & Design, Boulder.