Pereira & O’Dell Toys with Fractions in Quirky Campaign for Fifth Third Bank

"Thisis Banking a Fifth Third better". That’sthe idea behind the new advertising campaign from Fifth Third Bancorp and its agency Pereira & O'Dell. 

“Throughout the campaign, we will share solutions and real stories thatare meaningful to customers and, when added together, they will show that weare helping to build a better kind of bank,” said Matt Jauchius, chief marketing officer for Fifth Third Bancorp. “Weare showcasing compelling messages that link to Fifth Third’s vision to be theOne Bank people most value and trust.”

The campaign plays on the improper fraction that is the Bank’s name. Asa fraction, 5/3 translates to more than 100 percent – 166.7 percent, to be exact –and going the extra mile to help customers reach their financial goals.

“The platform really resonated with groups both inside and outside theBank as ownable, unique and relevant,” said Dennis Giglio, senior vicepresident of brand and advertising at Fifth Third. “Our advertising willfeature proof points that demonstrate investments made to make banking 166.7percent simpler, safer, more convenient and more valuable for our customers.”

San Francisco agency Pereira & O’Dell created the campaignafter research that included conversations with Bank executives, employees,customers and other stakeholders.

“Westarted with a powerful idea that was staring at us directly in the face” saidPereira & O’Dell’s Co-Executive Creative Director, Robert Lambrechts."Fifth Third is a unique name, but more importantly the bank has alegitimate reputation for working hard to go the extra mile for their clients.Subconsciously, I believe they always held themselves to the 166.7% standard;we simply helped them articulate it in an exciting, memorable way forconsumers."

The advertising campaign will launch with a series of high-impact TVcommercials and digital ads, radio, social, experiential marketing activations,out-of-home and more across the Bank’s 10-state footprint beginning Wednesday,5/3.

The media campaign was led by media agency, Empower MediaMarketing, “Weembodied the new brand platform in all of our media efforts to inspire experiencesthat make people’s lives a Fifth Third better,” said Empower MediaMarketing CEOJim Price.