First Citizens Bank Unveils New Branding Statement

'Do something amazing' highlights how First Citizens can inspire customers to achieve dreams, goals

March 4, 2002

RALEIGH, N.C. - First Citizens Bank has launched a major advertising campaign that will introduce its new branding statement, "Do something amazing." The message highlights how a banking relationship with First Citizens can help people transform their goals into amazing achievements.

"At First Citizens, we respect our customers, treat them as equal partners and build relationships with them," said First Citizens Vice Chairman Jim Hyler. "For 104 years this is who we've been, and our branding statement and new ads reflect this tradition of caring for our customers and helping them be successful in their financial goals."

The "Do something amazing" campaign will begin with newspaper ads running throughout the bank's markets in North Carolina, Virginia and West Virginia. The first ads made their premiere Sunday, March 3. (An online version of the newspaper ads will be available March 4 at http://www.firstcitizens.com/.) Radio spots will make their debut this summer.

To lay the groundwork for the branding effort, First Citizens commissioned a world-renowned research organization and an acclaimed national advertising agency to conduct separate research efforts involving interviews with thousands of people in the bank's markets.

The results from both companies showed that customers are amazed with First Citizens' service levels. A representative of the international research firm noted that First Citizens' scores for customer engagement, defined as loyalty and emotional bond, surpass those of all of his other banking clients in the world.

Customer surveys conducted by nationally acclaimed ad agency McKinney & Silver yielded similar results.

"When we listened to customers talk about their relationships with First Citizens, we realized how strong their bond is with the company," said David Baldwin, executive creative director of McKinney & Silver. "We discovered that First Citizens demonstrates an unwavering belief in people. That's why customers make such an emotional connection with the bank. This sense of empowerment launched the 'Do something amazing' idea."

As a result, McKinney & Silver did not have to create a new brand as they do for some clients. By developing the "Do something amazing" concept, the agency merely helped First Citizens reveal the brand that bank associates have built over the last century, according to Baldwin.

"The 'Do something amazing' ad campaign focuses on possibilities, wishes and dreams, inspiring people to act - and to call on First Citizens for help in doing so," Baldwin said.

The print ads use a simple, contemporary design, "real people" images and two checkboxes to motivate viewers to consider their own dreams and take that next step to fulfill them. For example, one of the print ads for First Citizens Investor Services features a photo of a young boy faced with two possible life options: Be ordinary "Peter Murphy" or choose to become "Peter Murphy, M.D." with the financial expertise of First Citizens.

The checkboxes engage viewers in the dreaming and goal-setting process with the unspoken question, "Which one would you check?" On every ad the "Do something amazing" tagline has been added to the First Citizens logo.

"The branding statement and ad campaign provide an opportunity for us to tell what our customers have known for years - that we provide remarkable customer service and that through a banking relationship with First Citizens, we can help them do something amazing in their lives," Hyler said.

Internally, First Citizens unveiled the campaign to all of its 5,000 employees so they can continue to deliver on the brand promise to help customers achieve something amazing.

Founded in 1898, First Citizens operates 348 branches in 203 cities and towns in North Carolina, Virginia and West Virginia. Headquartered in Raleigh, the bank has $11.86 billion in assets. First Citizens Bank is committed to providing superior financial services to individual customers and small to mid-sized businesses. For more information about First Citizens Bank and its services, visit firstcitizens.com or call toll-free 1-888-FC DIRECT (1-888-323-4732).

(An online version of the newspaper ads will be available March 4 at http://www.firstcitizens.com/.)

For more information, contact:
Barbara Thompson
(919) 716-4121
First Citizens Bank