– NEW COMM PLATFORM –

CONTEXT

In banking, it starts to be less about who was the first to launch something and more about who will succeed in engaging customers in a topic with such a low attractivity like banking has, in a Romania of 2020.

BRAND TRUTH

First Bank is an American Bank, one with an American ethos. This implies the having the best product & service features on the Romanian market.

BRAND INSIGHT

We are not the first bank to enter Romania, we are not the first bank to offer a banking app, and we are not the first to offer video interaction. But we are the first bank to take the user experience to the next level.

CREATIVE IDEA

Americans may have not been the first to do things,

but they were the first to do them differently/ to do them significantly better. American icons such as basketball, hotdogs, radio, jeans, hamburger, frenh fries, were not invented by Americans, but were made famous by America throughout the globe. The same with their banking service: not the first, but better.