Fifth Third Bank

News Release


Fifth Third Bank Wins Three Gold Cincinnati ADDY® Awards


Bank wins Best of Show and 10 Silver awards for ‘Don’t be that Guy’ Student Banking campaign

Fifth Third Bank announced today that its Student Banking "Don't be that Guy" campaign was recognized with three Gold Cincinnati ADDY® awards, including Best of Show in traditional advertising, Gold in Television in the consumer services category and Gold in Mixed/Multiple Media in the national consumer category. Additionally, the Bank won 10 Silver awards for the Cinema/In-theater spots, Television and Webisode categories.

The "Don't be that Guy" campaign, created by Olson, Fifth Third Bank’s agency of record, was launched in June of 2009 targeting high school and college students and their parents, and taking a unique approach to financial education. Suggesting students "Don't be that guy," the campaign featured a series of five online videos found at starring likable slacker Kyle portraying humorous examples of how NOT to manage finances. Featuring the same theme, other campaign elements included a series of financial education presentations, flyers, print, online and TV advertising, a scholarship sweepstakes and on-campus materials.

"The education component of this program is key, and financial literacy is an important part of Fifth Third’s commitment to its customers and community," said Larry Magnesen, senior vice president and chief marketing officer for Fifth Third Bank. "We had a lot of fun with this campaign and it resonated well with the target audience. Campaign results included a double-digit increase in student checking accounts opened compared to the previous year as well as click-through ad rates on social media sites four times higher than average."

The American Advertising Federation, a not-for-profit industry association conducts the ADDY® Awards through its 200 member advertising clubs and 15 districts. The Cincinnati ADDY® Awards were presented at a ceremony on February 20, recognizing the best of the best advertising in Cincinnati.

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $113 billion in assets, operates 16 affiliates with 1,309 full-service Banking Centers, including 103 Bank Mart® locations open seven days a week inside select grocery stores and 2,361 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 49% interest in Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of December 31, 2009, has $187 billion in assets under care, of which it managed $25 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at Fifth Third's common stock is traded on the NASDAQ® National Global Select Market under the symbol "FITB." Fifth Third Bank, Member FDIC.