Starling Bank is positioning itself as the ideal partner for good money management at all stages of life with a new brand platform built around three “relatable” and feel-good ads.
Devised in partnership with creative outfit Wonderhood Studios, the ads depict a varied range of people interacting with the bank and its services at various points in their lives.
Centred around the strapline ‘The bank built for you’, the three clips variously show a young girl washing her mum’s car to earn pocket money, a young woman saving up for her ‘moving out fund’ after being unwillingly privy to her parents’ romantic escapades, and lone trucker on the road encouraging his wife to go out and have fun with her friends.
“We’ve been building Starling’s brand awareness since launching in 2017 with campaigns that capture our founding mission: to change banking for good,” said Starling Bank brand and marketing director, Rachel Kerrone said.
“With brand awareness at an all-time high, The Bank Built for You platform takes us in an exciting new direction.”
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“We’re telling relatable human stories that highlight the unique ways we manage our money. It’s about anchoring our best-in-banking features in reality and showcasing how Starling can change the way people spend and save,” she added.
Running on TV via ITV, Channel 4 and Sky, the campaign will be further supported by activity across YouTube, broadcaster video-on-demand, radio, podcast, social media, digital and out-of-home.
Wonderhood Studios creative directors, Jack Croft and Stacey Bird added: “Our ambition was to create a campaign with Starling that stood out from the sea of other banking ads that often don’t seem in touch with real people.
“‘The bank built for you’ enables us to champion Starling’s unique approach to banking and showcase it in a relatable way. Each film feels like a real moment in a real person’s day, whether funny, lonely, or joyful – something we feel is unique to Starling.”
