Revolutionising Banking with Personal Touch
Starling Bank embarks on a dynamic year of expansion with its latest brand platform, ‘The Bank Built for You’. This new strategy, featuring innovative ad creative, is not just about finance but the people in every transaction. Starling’s customer-centric product development and real-life oriented media-buying strategy are at the heart of this campaign.
Human Stories Take Centre Stage in TV Ads
In collaboration with Wonderhood Studios, Starling launches a TV campaign comprising three 30-second ads, each telling a human story. Directed by Lucy Forbes, known for ‘This is Going to Hurt’ and ‘The End of the F***ing World’, these ads showcase Starling’s commitment to individual banking experiences.
‘Night Owls’ Ad: A Glimpse into Everyday Life
One of the ads, ‘Night Owls’, features a lorry driver working night shifts and encouraging his partner’s night out. His contentment is seen when he receives a ‘Karaoke Bar’ spending notification from their joint Starling account.
Multi-Platform Campaign and Nationwide Presence
The campaign will debut in primetime on Sky, Channel 4, and ITV. This integrated effort spans YouTube, BVOD, radio, podcasts, social media, and digital platforms. Starling’s out of home campaign, photographed by Gina Atanesian, will feature large scale building wraps in major UK cities, ensuring high visibility and interaction throughout the day.
Audience-Centric Media Strategy with Electric Glue
Developed with Electric Glue, the media strategy is based on in-depth audience segmentation and real-life media habits. It aims to build brand fame and salience across diverse life stages, marking the campaign’s initial three-month run as part of a long-term marketing vision.
Rachel Kerrone and Eve Stepney on the New Campaign
Rachel Kerrone, brand and marketing director, highlights this campaign as an evolution of Starling’s mission to revolutionize banking. Eve Stepney, head of creative, emphasizes the focus on real human moments and the stories behind each financial decision.
Starling Bank: On the Path to IPO
With ambitions stretching from account volumes to global software expansion, Starling is moving closer to its IPO. Notable achievements include four million customer accounts and significant workforce growth. The bank’s marketing communications function, under Alexandra Frean, sees a 25% increase in headcount, emphasizing integrated brand and product marketing.
