First Hawaiian Bank (FHB) faced several challenges that required an innovative and culturally sensitive approach to overcome:
To address these issues, we launched the "It all starts with yes" campaign. This multifaceted campaign was designed to resonate deeply with the unique cultural dynamics of Hawaii and position FHB as a trusted partner in achieving financial goals.
Storytelling: We crafted three compelling stories that depicted people seeing signs of "yes" in their daily lives, prompting them to pursue their goals with the help of FHB.
Authentic Representation: Understanding the importance of cultural authenticity, we sourced local talent, gathered insights from local focus groups, and hired a local crew to ensure the campaign felt genuinely authentic to the market.
Target Audience Segmentation: The campaign was tailored to three key audience segments:
Novice (18-25 years): Individuals just starting their career path.
Growing (25-40 years): Families navigating the complexities of growth.
Established (50-75 years): Retirees managing a fixed income.
Channels and Media: The campaign was rolled out across multiple channels to maximize reach and engagement:
The "It all starts with yes" campaign yielded impressive results with those who saw our work, demonstrating the effectiveness of our culturally nuanced approach:
