WINNING ONE FOR THE LITTLE GUY.
FIRST STATE BANK
THE COMPLEX PROBLEM
Against much larger national banks, First State had several disadvantages to overcome. As a regional community bank, they had a smaller budget, less capital, and fewer locations. So when they asked if we could turn their disadvantages into advantages, they were shocked by our response: “Absolutely.”
THE SIMPLE SOLUTION
Our extensive market research showed us that big banks have one big weakness: Impersonal service. So the “Hometown Values” campaign used First State’s personal touch and community ties to gain a winning position. What’s more, it taught them that with us on their side, there’s no such thing as “impossible.”