Define
Throughout the first half of 2009 the UK banking industry was in turmoil, the credit crunch was well and truly biting, some banks had been nationalised and the public’s assumption that their bank was safe was severely compromised. In addition, incredibly low interest rates meant most banking products weren’t competitively priced.
Banks could no longer compete on rate alone, people were looking at the relative merits of the bank before they picked the product.
We wanted to re–affirm public confidence in Abbey by highlighting the strength and stability that Santander’s ownership brings, and ultimately invite them to join us through one of the most competitive current accounts on the market.
Design
In these uncertain financial waters there was an opportunity to be a pillar of strength, to stand for solidity and still offer great products. A campaign was needed that would connect with our audience beyond just traditional channels, delivering a well–branded message of simplicity and clarity that made our audience feel positive about Abbey’s banking offering, encapsulated by — We are stronger together — come and join us.
Deliver
We leveraged our long–standing relationship with the Vodafone McLaren Mercedes team and Formula One World Champion Lewis Hamilton to deliver a dramatic and enjoyable TV campaign that brings to life the important relationship between a bank and its customers — specifically the benefits of working together as a team to achieve outstanding results.
Abbey’s extensive branch network was utilised to drive sales of the 6% current account from the TV spot as well as the wider range; whilst maintaining corporate messaging to provide important further reassurance at the home of the brand.
Behind the TV spot lay an Abbey.com landing page and on site banner drawing directly on the excitement created by the TV and branch materials.
As well as internal communications and more traditional press and outdoor formats, digital specials were created for transvision sites and escalator panels to broaden reach and increase cut through.
