The True Taste
of Success
Challenge
FSG wanted to target the business customers of the large regional banks in their markets. The same large banks that are known for making their decisions out of town, not at the market level.
Strategy
We developed a simple Brand Positioning: Get Closer. Then, we developed a very creative way to communicate it. FSG’s CEO, Mike Kramer went on camera, face-to-face, in a television commercial to demonstrate FSG’s commitment to being closer to their customers via location and relationship.
We developed a simple Brand Positioning: Get Closer
:30 television commercials were created for online and traditional TV placement to support the launch of the brand in the specific geography of key distributors and retailers.
As a ground breaking way to promote the ribbon cutting of a new FSG branch, The Johnson Group allowed FSG to Get Closer to their customers around the world by creating: The First Ribbon Cutting in the Palm of your Hand.
This unique, virtual reality app allowed customers from Russia, India and across the U.S. to participate in the ground breaking and even have their photos taken at the event—all in the palm of their hands.