Ohio-headquartered Fifth Third Bank has
unveiled a major marketing campaign placing the emphasis on
curiosity, innovation and change and backed by a novel ad tagline:
The curious bank.

Larry
Magnesen, senior vice president and chief marketing officer,
Fifth Third said:

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“Curious people ask better questions,
listen carefully, and find better answers.

“As we sought to reflect the important
changes we have made over the past several years to the way we do
business, curiosity surfaced as an important value we wanted to
affirm with our own employees: be curious about our customers’
needs, be curious about the way things could be made easier, and be
curious about how we can innovate our products and
services.”

Fifth Third is working with ad agency Leo
Burnett to roll out a campaign incorporating regional television
commercials radio, print, online advertising, and digital
out-of-home.

Rich Stoddart, president, Leo Burnett
North America, said:

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“Many banks seem tone deaf and out of
touch with the world around them. Not Fifth Third. Curiosity is
ingrained in Fifth Third and its bankers.

“This new brand platform shows that Fifth
Third bankers listen differently, which in turn lets them truly
understand their customers and respond with fresh
approaches.

The campaign leads off with two television
spots entitled, ‘Challenge and ‘The Idea.’

Both spots aim to illustrate how curiosity
inspires people to go beyond the conventional wisdom and leads to
better ideas.

Fifth Third operates a branch network of
1,316 outlets, augmented by 104 Bank Mart locations open seven days
a week inside grocery stores and 2,419 ATMs.