UK digital challenger Starling is rolling out its second major ad campaign. Specifically, the Starling multi-million pound ad campaign targets SMEs with the aim of growing its business banking customer base.
Starling has opened 1.25 million accounts since launching its banking app in May 2017. Notably, this includes over 100,000 business banking customers.
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The latest Starling ad campaign incorporates TV, radio and outdoor. In addition to growing its SME customer base it also reinforces Starling’s proposition as a national UK bank.
This campaign marks the first piece of work from Starling’s new agency duo Wonderhood Studios and media agency Bountiful Cow.
Anne Boden, CEO Starling Bank says: “We wanted to do something different and authentic that hadn’t been done before. When business owners see the campaign, we want them to feel inspired and courageous. To see that they can do it as well.”
Starling Bank ad campaign: ‘lovingly crafted’
The 60-second TV spot ‘Helping Business Fly’ is directed by Elliot Dear through Blinkink. It follows the journey of a small business owner, heroically setting off into the unknown. The main character waves goodbye to her supportive family before her shed/home office, literally takes off with the help of the Starling app.
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By GlobalDataAidan McClure, CCO Wonderhood Studios adds: “For anyone who’s started their own business they’ll recognise that feeling of plummeting towards certain ruin before turning on a dime and soaring through the clouds. This campaign has been lovingly crafted for those heroes.”
The creative concept is brought to life with both live action as well as through miniatures and practical effects. The aim is to give it a hand-crafted authentic feel.
The Starling ad campaign launched on TV during Six Nations England vs Ireland rugby match on 23 February. This is followed by spots in prominent shows including Homeland on Channel 4 and ITV’s new drama Flesh and Blood.
Earlier this month Starling raised another £60m from existing investors, Merian Global Investors and JTC. The investment brings the total raised by Starling to £323m.
