Company: First Niagara Bank, Buffalo, NY
Entry Submitted By: Adams Knight
Company Description: First Niagara, through its wholly owned subsidiary, First Niagara Bank, N.A., is a multi-state community-oriented bank that currently has approximately $33 billion in assets, $19 billion in deposits, more than 330 branches and 5,000 employees providing financial services to individuals, families and businesses across Upstate New York, Pennsylvania, Connecticut and Massachusetts.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Banking

Nomination Title: Free ATM

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

In 2011, consumer frustration over bank fees, particularly ATM fees, was climbing to a fever pitch. Chase and Bank of America were “testing” $5 ATM fees. These and other similar actions just rubbed salt into the wounds of consumers, who were already disgusted with the government’s bailouts of leading banks and distrustful of the entire financial service industry.

In the midst of all this, First Niagara Bank, a growing regional bank in the Northeast, was focused on gaining market share. Its goal was to convince more consumers that it was a “refreshingly different” midsize bank alternative — one that truly cares about helping its customers earn more and pay less. As part of that effort, it had developed a new checking account line up offering many fee advantages and value-added benefits.

Using both focus groups and online panels, First Niagara tested the relative appeal of all the features/benefits of their new checking account line up with targeted consumers. Research showed that while many of their products’ attributes were appealing, none of them were significantly differentiating….with one key exception. Consumers loved the fact that several of First Niagara’s checking accounts offered free ATMs anywhere in the U.S. — including unlimited refunds of other banks’ ATM fees. In fact, many consumers thought no bank would really ever “do that.” We decided to make that the single unifying message of the entire marketing campaign.

It would have been easy to trash other banks’ ATM fee practices to promote this bank’s no-ATM fee advantage. But First Niagara did not want to fan the flames of industry distrust to advance its own cause. So we needed to find another creative angle to promote the bank’s distinctive free ATM offer.

To make the point that First Niagara makes any ATM a free ATM, this campaign featured unique, REAL eye-catching ATMs around the country. A “tree” with an ATM inside. A science museum robot that doubles as an ATM. A traveling VW bus with an ATM. An ATM with a giant lizard perched on top of it. Every aspect of the campaign was designed to reinforce that First Niagara’s checking accounts make all 425,000 ATMs in the U.S. free — from the most convenient to the least expected.

That message was brought to life in a truly integrated marketing campaign, including:

• Television, radio and print advertising
• Mobile billboards, traditional billboards and bus kings
• Branch posters, window clings, and other branch merchandising
• Direct mail
• Online marketing, including banner ads and a campaign website: www.everyATMfree.com

This campaign definitely resonated with targeted consumers and drove them to take action.

• Dramatically exceeded sales goals, increasing new accounts by nearly 40% over the prevailing business-as-usual trends
• Brought in nearly $150 million in total new deposits in just six months
• Successfully generated cross sales, with over 50% of new account openers purchasing other products
• Drove a double-digit increase in brand awareness

Given these results, the campaign ranks as the most successful product launch in the company’s history.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

This campaign development was led by First Niagara’s Chief Marketing Officer, Brent Kelly, in his first year at the organization. Mr. Kelly brings to his position an unwavering belief that doing the right thing for the customer is always the right thing for the business. This passion is shared by First Niagara — a trait it has never lost as it has grown from a local savings and loan into one of the 25 largest banks in the country.

Prior to joining First Niagara, Mr. Kelly held marketing leadership roles at retail and consumer goods companies as well as financial service institutions, including Pepsi, 1-800-flowers.com and Chase. At First Niagara, he is responsible for the marketing functions across all lines of business.