OceanFirst Bank — “As Obsessed as You Are”
OceanFirst Bank in New Jersey saw an opening with small business owners and was asking for a targeted campaign with billboards, digital ads/landing page and a radio commercial. After a successful presentation in which I called on my experience both as a business reporter AND an entrepreneur, we landed on “As Obsessed as You Are” — a copy-forward approach using bold headlines like No one dreams of breaking even intended to position OFB as a partner and an extension of the team.
Concept development
Three concepts were presented in all. The first pitch titled “Make Your Own Waves” leaned hard into the OceanFirst name for inspiration. (What we did not know: the client was sensitive to prior concerns expressed by customers who did not live in or especially close to beach towns!)
(Art by Josh Lane)
The second concept, “Ambition Accelerator,” focused on OFB as a means for business owners to turbocharge their growth.
Ultimately, the client preferred As Obsessed as You are, aligning with both the proposed work and original concept statement:
Every business owner has a bank — but OceanFirst is more than just a place to sash money. It’s a partner that offers real advice to help your business grow. It’s an extension of your team that has the solutions to achieve your financial goals. And it’s a trusted ally that shares your concern for your people and community, and always has your best interest at heart.
Billboards
Display ads
Landing page
Radio commercial
I wrote and assisted in the production of this funny little spot about a restaurant owner and a very hungry customer.
SFX: Person biting into crisp sandwich at start. Occasional chewing throughout.
Customer: That’s crazy delicious. What’s your secret?
Business Owner: My secret to grilled cheese?
Customer: No…to running this wildly successful business.
Business Owner: It’s my dream, and OceanFirst Bank helps make it reality.
Customer: Hold on, a bank did this?
Business Owner: I did this — but OceanFirst is with me the whole way.
They gave me a loan, online tools.
They even do payment processing…
Business Owner: Anddd that’ll be $12.50
Customer: How ’bout have another?
Business Owner: You’ve already had three!
Business Owner: Visit OceanFirst.com/money.
Member FDIC, equal housing lender, equal opportunity lender.