“There's Only One” Campaign
THE PROBLEM:
Colorado is diverse and the Bank of Colorado serves a range of customer audiences that reflect this diversity. From big cities to rural towns; mountain peaks to wide open prairie; newcomers to locals. The challenge is to appeal to and connect with a diverse set of customers in a way that is authentic and believable that customers and bankers alike will recognize.
THE SOLUTION
As a community bank, Bank of Colorado exists for Coloradans who value a more personal relationship with their banker—someone who knows them, makes time for them, and does right by them. To express this truth, the team determined the best strategic opportunity for Bank of Colorado lies at the intersection of “Heritage” and “Hero”. Bank of Colorado’s legacy as a heritage brand gave the bank the legitimacy to evoke a historical narrative — There’s only one community — with powerful, emotionally rooted sentiments in ways that fintechs and super banks could not. Bank of Colorado’s archetype, “The Hero” inspired a brand voice that is honest, candid, and brave.
THE INSIGHT
In discovery interviews, we learned that the people who make up the Bank of Colorado are less concerned with profit margin and more focused on supporting the needs of their customers, building relationships that withstand the test of time. Inspired, Karsh Hagan captured authentic, hardworking Coloradans—the everyman and everywoman, who become our everyday heroes.
The Results
In a very authentic way, the “There’s Only One” campaign clearly shows the alignment of the bank’s values—grit, determination, hard work—with the customers and communities the bank calls home.
“Months of strategic work have yielded a campaign that is hands-down one of the most authentic representations of our brand, ever. The campaign makes our customers and our staff feel proud to be a part of our community.” — Shawn Osthoff, President, Bank of Colorado.
