The community bank Metro Bank has just launched a new above the line advertising campaign to showcase its personal approach to business banking. It is the largest ATL campaign the Bank has run in three years.
The Metro Bank six weeks campaign kicks off with adverts from September 27th. The integrated channel campaign is built on audience insight to reach 83% of SME owners within a ten miles radius of Metro Bank stores. In addition to the external billboards, the campaign will feature on digital escalator panels across the London Underground stations, digital channels, regional radio and social media.
Central to the business banking campaign creative is a series of handshake images between a genuine Metro Bank colleague and one of the diverse businesses they support – represented in the adverts as a painter, gardener, cleaner and baker. This creative concept resonated with the pre-test audience, who expressed a strong preference to be able to bank in store and be served by a real person, rather than self-service machines.
Each of Metro Bank’s 75 stores has local business managers who are there to offer good old-fashioned face to face banking to all business owners from entrepreneurial start-ups, to growing SMEs.
Metro Bank was recently named as the best bank for service in-store for business customers in the Competition and Markets Authority’s Service Quality Survey in August 2024.
“We believe that by reflecting the personal service we offer in store, this campaign will really resonate with business customers in our local communities,” explains Danielle Lee, Brand & Marketing Director, Metro Bank. “We know SME owners often feel underserved by the larger banks and this campaign brings to life our approach to relationship banking – which is what sets us apart.”
Kerry Reynolds, Retail & Business Banking Director, Metro Bank says: “We work closely with thousands of business owners across the country helping them to fund growth. Our local business managers help business owners network in their local communities, our stores regularly host complimentary business networking and mentoring events and we have a significant range of funding options to support businesses of all sizes and stages of development.”