Metro Bank has launched a new above the line (ATL) advertising campaign aimed at showcasing its personal approach to business banking.
The campaign creatives feature 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 resonates with a pre-test audience of SMEs, who expressed a strong preference to be able to bank in store and be served by a real person, rather than by self-service machines.
Danielle Lee, brand & marketing director, Metro Bank: “We believe that by reflecting the personal service we offer in–store, this campaign will really resonate with business customers in our local communities.
“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.”
The integrated channel campaign is built on audience insight to reach 83% of SME owners within a ten-mile radius of Metro Bank stores.
In addition to external billboards, the campaign will feature on digital escalator panels across the London Underground stations, digital channels, regional radio and social media.
The six-week campaign kicks off with adverts from 27 September and is the largest ATL campaign the bank has run in three years.
Meanwhile, Metro Bank‘s Danielle Lee was recently shortlisted for ‘Bank Marketer of the year’ as sponsored by WPB at the 2024 Financial Promoter Awards.