Starling Bank, the digital challenger bank, has decided to take a more traditional approach to marketing for once. It has launched its first TV Marketing works campaign.
Working in collaboration with creative agency and production company Ekstasy, Starling has decided now is the time to spread its message further.
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Titled Feel Good About Money, with Avicii’s Feeling Good providing the soundtrack, the campaign shines a light on Starling’s financial management tools.
The 30-second advert focuses on a small business owner through her day and how she runs her business – powered by Starling Bank.
Starling Bank ad takes brand nationwide
Rachael Pollard, chief growth officer at Starling Bank, commented: “We’re proud to be taking the Starling brand nationwide with a launch campaign that leverages the full marketing mix, including TV for the first time. Our aim is to make Starling a household name, pursuing our mission to free the UK from cumbersome and outdated banking. Our namesake, the Starling bird, features prominently, symbolising the fast, beautiful and effortless qualities of our app, as well as the synergy with our brand colours of teal, navy and purple. As we fast approach one million customers, the time is right to accelerate our marketing strategy and stop being one of banking’s best kept secrets.”
Mike Saraswat, founder and senior producer at Ekstasy, added: “It wasn’t hard to develop a strong concept for a bank such as Starling, who are committed to innovation, disruption and putting its customers first. We had a few initial ideas, but the one that really stood out is why Starling Bank is named after the starling bird and how the bird comes together to form these spectacular murmurations. We’re proud to have supported Starling in its first ever national advertising campaign across TV, radio, OOH and online.”
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By GlobalDataRadio, online and billboard campaign
The advert’s first broadcast was on 14th October. Spots secured include Jamie’s Meat Free Meals, 8.15pm on Channel 4 (14/10), The Chase, 5.45pm on ITV (14/10), England vs Bulgaria UEFA Euro 2020 qualifier, 7.20pm on ITV (14/10) and Great British Bake Off, 8.15pm Channel 4 (15/10).
The ad is part of a wider national campaign, including billboards, radio and online advertising.
This isn’t Starling’s first marketing effort. Last year, the digital-only bank flipped its debit card on its head to reflect the way that consumers interact with their cards at checkout counters and ATMs.
