Hargreaves Lansdown takes aim at ‘inactive banks’

Hargreaves Lansdown has launched its biggest-ever campaign for Active Savings, challenging consumers to reconsider their loyalty to traditional banks.

The integrated multi-million-pound campaign introduces the concept of "inactive banks" - positioning established banks as institutions that benefit when customers leave their savings untouched, while presenting Active Savings as a more proactive alternative.

The campaign spans TV, video-on-demand, out-of-home, print, social media, creator partnerships and PR.

At the centre of the campaign is a 30-second television advert directed by Ben Green of Bullion. The film takes viewers inside a fictional "inactive bank", where employees are shown passing the time while customers receive poor savings rates. Creator Rob Madin, known for his comedy alter ego Brett Domino, stars as a banker attempting to justify low returns as a reward for customer loyalty.

The campaign is based on the insight that many consumers continue to hold significant cash balances with familiar banks, despite potentially better rates being available elsewhere.

Andy Cridland, head of brand and content at Hargreaves Lansdown, said the campaign was designed to challenge customer inertia and encourage savers to question whether loyalty to their bank is delivering value.