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First PREMIER Bank – Free Checking


When First PREMIER Bank tasked Lawrence & Schiller with promoting their Just Free Checking account, our goals were to identify with our audience's frustrations with hidden fees, while also clearly stating that there are no balance minimums, service fees, hoops or contracts when signing up for a Just Free Checking account.
Through collaboration and discussion with First PREMIER Bank, we came to the realization that making air quotes is not necessary when referring to First PREMIER Bank's checking account. This understanding paved a path for our messaging and creative strategy for the campaign.

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