FirstBank: Typo, Miss You, Happy Graduation

To promote FirstBank's Person to Person Transfer app (allows free, secure funds transfer to anyone with bank account in the U.S.) to a broad audience of, as the bank put it, "anyone with a phone and a debt... to pay or collect," a microsite-based campaign lets lenders send their wayward borrowers any of 17 humorous, "you owe me money" eCards, most of them in either English or Spanish. Out-of-home billboards, plus print and digital advertising in financial magazines and websites, are intended to drive traffic to the site.