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Leo Destinations

First Tennessee Digital Banking 2.0 Launch

Spreading smiles statewide

At LEO we love new challenges—particularly those that come from longstanding clients. So when First Tennessee Bank approached us to help with the launch of their Digital Banking 2.0 platform, we jumped at the chance, tackling the project with out-of-the-box (or shall we say, out-of-the-pig?) creative thinking. Let’s just say we got on a roll. 

First Tennessee Bank was ready to publicly launch their new Digital Banking 2.0 platform with a promotional push in their major markets: Knoxville, Nashville, Memphis, Chattanooga and the Tri-Cities area in Tennessee, as well as parts of North Carolina. 

The launch needed to bring awareness to the platform and clearly explain how the new system would simplify banking for its customers—and it needed to do so in a celebratory fashion that generated goodwill and community pride. 

Working quickly to meet their timeline, LEO proposed a B2C, multi-tiered, statewide activation celebration. The strategy began with the development of a custom mobile app—the First Tennessee Challenge, a smartphone scavenger hunt where players could win up to $2,000 in each market. LEO developed five versions of the app, one for each market, and each contest was active for one week, coinciding with an on-site, physical activation in each market.

The First Tennessee Challenge app was a mixture of questions and challenges. Questions ranged from “What is the name of First Tennessee new digital banking platform?” to “Name First Tennessee Bank’s mascot?” Players also had to complete challenges that included recording themed videos, taking filtered selfies, and finding their local First Tennessee Bank branch.

As part of the rollout, First Tennessee wanted to celebrate the platform out in the communities. LEO proposed, among other tactics, a 25-foot mobile inflatable pink piggy bank mascot named Hamilton. Utilizing First Tennessee sponsored venues—First Tennessee Park–Home of the Nashville Sounds, University of Tennessee, and the First Tennessee Pavilion—Hamilton got customers squealing with anticipation and interest over the new platform.

Over the four-week promo period, the First Tennessee Challenge welcomed more than 10,000 players.