The campaign officially launched during Super Bowl LVIII
Republica Havas, as agency of record of leading Florida-based financial institution Ocean Bank, is launching a marketing campaign that revolutionizes advertising for the banking industry.
Designed to engage entrepreneurs of medium-sized to large businesses, “Taking Business Further” energetically communicates Ocean Bank’s proficiency in business banking via dynamic video, imagery and messaging that take their kinetic cues from sports and athletic brand marketing.
In line with its strategy, the campaign officially launched during Super Bowl LVIII programming on February 11, with the video spot airing several times on CBS Miami.
“Taking Business Further” presents Ocean Bank as a reliable, agile and competitive financial partner for businesses looking to win. Created in 45-, 30- and 15-second spots in both English and Spanish for versatile use across multiple platforms, the video – titled “Business Never Stops” – features a suited young professional intently racing through a series of business settings, outrunning his competition, until he is met with Ocean Bank representatives who break the barrier and clear the pathway to his success.
Supporting media assets include out-of-home boards, print, radio, digital, social and in-branch materials, all of which are also bilingual.
“Republica Havas has developed an impactful campaign that taps a fresh approach to promoting our unique strengths in business banking to our target audience – visionary entrepreneurs and business owners,” said Yuni Navarro, Ocean Bank Executive Vice President & Chief Administrative Officer. “Our partnership with Republica Havas continues to empower our brand image and our communications, and we are proud of the work we are doing together with their team.”
Founded in 1982 in Miami with its first location based in a trailer, Ocean Bank today has the distinction of being the largest privately-owned commercial bank headquartered in Florida.
This new campaign marks the second phase of Ocean Bank’s comprehensive marketing strategy with Republica Havas. After inking their partnership in 2021, the two entities successfully unveiled “The Power of Ocean” rebrand campaign in tandem with the Bank’s 40th anniversary.
“Taking Business Further” aims to highlight Ocean Bank’s ongoing investments in state-of-the-art technologies, services, and remodeled headquarters and branches across South Florida to promote its burgeoning business banking operations.
“The first thing I liked about the campaign when the idea arose is that it has an execution that doesn’t look like it’s from a bank, and I think that’s a step forward when it comes to differentiating itself in the category,” explained Tony Waissmann, Republica Havas Chief Creative Officer. “On the other hand, I also really like the literality of the idea, telling us that ‘Business Never Stops.’ That is precisely what we see in the video – someone who runs while he works, and Ocean Bank supporting him by opening doors and removing obstacles from the path. The result is a clear message that tells you about the speed and reaction you can expect from Ocean Bank when it comes to accompanying you and helping you grow your business.”
Republica Havas y Ocean Bank llevan el negocio financiero más allá
