An entire city with a cast of thousands are the stars in the latest advertising campaign created for First National Bank by Omaha-based Bozell, a creative marketing communications company, according to Corey Meyer, managing partner. Filmed entirely on location at concerts, baseball games, cultural venues and businesses throughout the city, the campaign titled “Born & Raised” reflects First National Bank’s connection to Omaha spanning more than 150 years.

“Rather than trying to sell a checking or savings account or promoting some special rate, First National Bank wanted to showcase its most important assets—its customers, employees and the City of Omaha,” Meyer explained. “From its investment in revitalizing the city’s downtown business district, to its support of cultural, sports and community enrichment activities, First National Bank has been an integral part of Omaha’s development for generations.”

“The community spirit and traditional values portrayed in the campaign are typical of the families and places touched by First National over its long history in Omaha,” according to bank President Daniel O’Neill. “By promoting relationships before product, we have demonstrated the connection we have with the Omaha community, where our core values were born and have grown to become synonymous with what makes this a great city. This approach seems to have struck a chord with our customers and employees based on the positive feedback we’ve received since the campaign first aired.”

Consisting of television, radio, out of home and print advertisements, the campaign is scheduled to run throughout 2012, Meyer noted.

A 60-second TV commercial titled “Heartbeat” was a finalist in the 2011 Midas Awards competition, which recognizes excellence in financial services communications, including advertising in banking. “Being recognized among the world’s best financial marketing and advertising agencies is a special honor for our entire creative team,” Meyer acknowledged. “Bozell and First National Bank Omaha are proud to have been born and raised in this great city and we share the same passion for the people and traditions that make our community so unique.”

In addition to “Heartbeat,” the Born & Raised campaign includes four other TV spots dedicated to First National Bank’s Omaha customers, employees and community values. Film production was directed by Phil Brown of Mighty Film Co. with original music by RMW. The editor was Richard Unruh of Rooster.

The overall campaign also inspired a music video titled “Born & Raised,” which was performed by the FN Band made up of bank employees who are musicians. Lyrics for the song were written by Executive Vice President of Retail Banking Roland Johannsen, who was also lead vocalist. The music video was placed on First National’s employee Intranet the day before the FNB TV campaign made its debut in the Omaha market. Live performances of the song were also performed by the FN Band during employee “town halls,” where the entire TV and marketing campaign was unveiled.

First National Bank is a subsidiary of First National of Nebraska.  First National of Nebraska has grown into the largest privately owned banking company in the United States.  First National and its affiliates have $17 billion in managed assets and nearly 5,000 employee associates.  Primary banking offices are located in Nebraska, Colorado, Illinois, Iowa, Kansas, South Dakota and Texas.

About Bozell
Bozell is a creative marketing communications company based in Omaha, Nebraska. Bozell’s focus is on our clients’ customers, understanding marketplace attitudes and behaviors to both create winning marketing and sales strategy, as well as impactful advertising, digital marketing, social media and technology solutions that produce results.