Starling Bank begins long-term marketing strategy

Starling Bank has launched a new brand platform and TV adverts to reinforce its commitment to putting customers first.

The platform, “The Bank Built for You,” marks the start of a long-term marketing strategy designed to leverage its all-time-high brand awareness.

The three, 30-second TV campaigns tell relatable stories highlighting the unique ways individuals spend and save their money.

Rachel Kerrone, Brand and Marketing Director at Starling Bank, said bank has previously been focused on building its brand awareness with campaigns that capture its mission: to change banking for good.

“We’re telling relatable human stories that highlight the unique ways we manage our money.

“It’s about anchoring our best-in-banking features in reality and showcasing how Starling can change the way people spend and save,” said Kerrone.

“The Bank Built for You” platform shows customers how Starling’s money management tools fit into all aspects of life, creating an experience that puts its people first.

The adverts were designed to tell the unique stories behind every pound earned, saved, and spent by its customers, said Eve Stepney, head of creative at Starling Bank.

“We’ve loved sending sheds and people into the stratosphere over the past few years – who wouldn’t? But this time, it felt right to give real human moments the same cinematic treatment,” Stepney added.

The ads will launch in primetime spots on Sky, Channel 4, and ITV, and also include content created for YouTube, radio, podcasts, social, and digital.

The campaign was grounded in a media-buying strategy that reflects how people engage with content.

In 2023, the bank increased the headcount of its marketing communications function by 25%.

Starling Bank was founded as a digital challenger bank in 2014, originally called Possible Financial Services.