Pereira O'Dell + Fifth Third Bank Introduce the "BuyNow Blocker"
Fifth Third Bank
Issue 57 | December 2020
Agency
Pereira O'Dell
Creative Team
Chief Creative Officer: Robert Lambrechts Creative Director: Jean Morrow Art Director: Katie Coward Copywriter: Will Martin Sr. Copywriter: Jonathan Carl Copywriter: Sara Muchnick
Production Team
Production Coordinator: Monica Hyde
Other Credits
Managing Director: Natalie Nymark Brand Director: Kevin John Brand Manager: Kate Alders Strategy Director: Ellie Caldwell Social Strategy Director: Damara Dikeou Social Strategist: Haley Carter Jr. Strategist & Community Manager: Khadija Karodia Associate Director of Media & Performance: Julia Golub Associate Media Planner: Niko Santore
Date
October 2020
Background
With that cute bag on Instagram just a click away from your closet, hyper-targeted social media advertising has made us more vulnerable to impulse buying than ever.
Idea
Since COVID-19, retailers’ aggressiveness has raised tenfold and the push to move product has become greater than ever, along with repeat, non-stop advertisements. The result? Consumers are spending more and saving less. Fifth Third’s “BuyNow Blocker” a data driven media buy which is designed to make you think twice before purchasing an unnecessary item and encouraging you to save for an absolutely necessary item. This strategic social campaign was created as a response to the hyper-targeted social media advertising that floods our feeds and plays on our impulses like never before, leading people to spend more and save less. The “BuyNow Blocker” does not require a plug-in or download. Fifth Third just bought some of the most sought-after terms, just like the retailers.