My Pocket Bank

First Bank Richmond was last in their market with a mobile banking app. Thus created a marketing challenge in an area where all the local banks had established their communications, IG decided to take a fresh approach and create a new category name.

“My Pocket Bank” was used to talk about their mobile banking offerings – setting them apart from their competition. This was a clever way to own a name, create a catch phrase and interest within an already saturated market place.