FIRST COMMAND - campaign
what do you put first?
First Command is a financial services company dedicated to coaching the financial futures of US military service members. With a high customer satisfaction through face-to-face relationships, they suffer from a low brand awareness. They needed a campaign to reach the different military audiences from current service members, military spouses to early career officers.
From an insight that every service member has a reason they serve, a campaign was born that puts the very things they put first above all else and how it connects to the need of being financially secure.
Preroll, OLV, social video, and display
i do it for my ...
Family. Integrity. Loyalty. Patriotism. Tradition. Dedication. Courage.
A strong emotional connection drives every service member to join the military. They are the core reasons that make these individuals who they are. These reasons also align closely with why we all seek financial security.
FAMILY FIRST: 30 sec
Plan for their tomorrow by taking care of today. A financial future worthy of your service.
DISCIPLINE FIRST: 30 sec
A commitment to your future is a long-term investment. A financial future worthy of your service.
INTEGRITY FIRST: 30s
When you find your calling, it defines you. A financial future worthy of your service.
Social extensions
