Financial institution targets skiers with humorous mobile banking campaign.

• Position: Marketing News

Colorado's largest locally owned bank, FirstBank (assets: $8 billion), Lakewood, Colo., launched a campaign earlier this year promoting mobile banking to a young demographic.

This winter, at mountain resorts across the state, skiers and snowboarders saw metal "rack" and "lift line" ads that read, "Bank in your ski mask without getting arrested." The tag line says: "Mobile Banking. Bank Anywhere."

The goal was to demonstrate a commitment to the youth market by going to them where they are, says Brian...