OceanFirst Bank — “As Obsessed As You Are”

Small business owners don’t care about banks. What they care about are financial tools and human insights that can accelerate their growth.

OceanFirst Bank in New Jersey identified a niche with the state’s small business owners and was asking for a targeted campaign with billboards, digital ads/landing page and a fun radio commercial. And after a successful client presentation in which I called on my personal experience both as a business reporter AND an entrepreneur, we landed on “As Obsessed As You Are” — a copy-forward approach that grabbed the audience’s attention with 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. 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 concerns expressed by customers who did not live in or close to beach towns and were worried OceanFirst did not represent them.)

(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 creative and this concept statement:

Every business owner has a bank — but OceanFirst is more than just a place to stash 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.