First Hawaiian - Connected Platform

Problem
The oldest bank in Hawaii was seen as a familial member of Hawaiian culture, but outdated in terms of its offerings. Our task was to relaunch the brand and its new technology suite as modern and innovative.


Insight
Personal human touch and technology seem at odds, but really their shared purpose is to connect us.

Solution
A strategic and creative platform centered around ‘connection’ - a core value of Hawaiian culture, and the core purpose of the new technology offering that is meant to better connect people to their finances.

Result
The campaign exceeded all goals of acquisition, retention, and tracking measures; but most importantly we aged down the consumer and shifted perception of First Hawaiian as a modern, innovative bank.