Fifth Third Bank Launches Fun Texting Game
"TXT vs TXT" Promotes the Speed of the Bank’s App

2/09/16

Cincinnati — Fifth Third Bank introduces an animated mobile game to see just how fast you can text. The game promotes the speed of the Bank’s mobile banking app.

"We created a mobile banking experience through the Fifth Third mobile banking app that moves at your speed: now," said Maria Veltre, executive vice president and chief marketing officer, Fifth Third Bank. "Our app takes the wait out of banking and gives you time for fun things like our new texting game."

Fifth Third Bank understands that people love gaming, with about half of all adults saying they play video games regularly.* The Bank's "TXT vs TXT" game reinforces the idea that faster is better in today’s mobile, connected world.

The Bank’s fast mobile app allows people to:

• Access their balance without logging in, using the Now Balance simple swipe.
• Make payments.
• Transfer money with a few taps.
• Deposit a check with just a hover.
• Set up alerts with the swipe of a thumb.
• Check the past 24 months of statements.
• Log in with Touch ID for IOS.

Game players can test the speed and accuracy of their texting skills at TXTvsTXT.com in single-player, or head-to-head mode by challenging Facebook friends to beat their scores. Sentences become more difficult to text as the game levels progress and players can earn badges designed to tell their friends whether they’re a "Molasses Hands" or "Turbo Twiddler."

"We live on our phones and spend a lot of time texting, so we wondered: Exactly how fast can people text?” said Jon Wyville, creative director and executive vice president for Leo Burnett Chicago, which created the game for Fifth Third Bank. "'TXT vs TXT' tests people’s skills, and fuels a little competition. We all want it fast whether in a text conversation or checking your balance on the Fifth Third Bank mobile app.”

A series of digital videos demonstrate how fast it is to bank on the Fifth Third mobile app in unexpected humorous ways. For example, you can see side-by-side comparisons showing that a check can be deposited faster than a hamster can eat five cheese balls, or an accordion player can play “Mary Had a Little Lamb.” The campaign includes television spots which will air during prime time throughout branch markets. Watch the spot at https://youtu.be/EaLC6PuSya4.

More information about Fifth Third Mobile Banking is available at 53.com/mobile, and the bank can be followed on Twitter @FifthThird.

*Pew Research Center, Dec. 15, 2015. Fifty percent of all men, and 48 percent of all women say they play video games on a cellphone, computer, tablet or other device.

About Fifth Third:

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $141 billion in assets and operates 1,254 full-service Banking Centers, including 95 Bank Mart® locations, most open seven days a week, inside select grocery stores and 2,593 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has an 18.3% interest in Vantiv Holding, LLC. Fifth Third is among the largest money managers in the Midwest and, as of December 31, 2015, had $297 billion in assets under care, of which it managed $26 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third’s common stock is traded on the NASDAQ® Global Select Market under the symbol “FITB.” Fifth Third Bank was established in 1858. Member FDIC, Equal Housing Lender.

About Leo Burnett Worldwide:

Leo Burnett Worldwide believes in using creativity to drive dynamic business change for its clients. Through a HumanKind approach to marketing, the agency puts a brand’s purpose at the center of communications to transform human behavior. Part of Publicis Communications, Leo Burnett Worldwide is one of the world’s largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Kellogg’s, Kraft, McDonald’s, Nintendo, P&G, Samsung and Tata among others. Leo Burnett is the most awarded network in the world based on Advertising Age’s 2015 Awards Report. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.