{"id":70392,"date":"2013-09-18T17:24:52","date_gmt":"2013-09-18T16:24:52","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/financial-institutions-bank-on-new-campaigns-this-autumn\/"},"modified":"2013-09-18T17:24:52","modified_gmt":"2013-09-18T16:24:52","slug":"financial-institutions-bank-on-new-campaigns-this-autumn","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/financial-institutions-bank-on-new-campaigns-this-autumn\/","title":{"rendered":"Financial institutions bank on new campaigns this autumn"},"content":{"rendered":"<p>When we were collecting new <a href=\"https:\/\/www.strattoncraig.com\/services\/copywriting\/\">copywriting<\/a> stories for this month\u2019s newsletter, we noticed a trend. Many of the most popular, effective and potentially controversial topics of the last four weeks revolved around ad campaigns by banks and building societies. \u00a0Take a look and you\u2019ll see what we mean:<br \/>\n<strong>NatWest<\/strong><br \/>\nNever mind the debates on Twitter about the same-sex couple and identical twins in some of NatWest\u2019s latest ads &#8211; we\u2019ve been much more interested in their use of \u2018Uniproof\u2019 as a word. The student-targeted campaign, to coincide with freshers\u2019 weeks and the start of term, also makes use of video app Vine.<br \/>\nIt\u2019s a well-timed and important idea, with the feel of a new \u2018teen slang\u2019 approach to create understanding with their young adult audience. NatWest is also cementing their use of \u2018uni\u2019 as both short for \u2018university\u2019 and a prefix meaning \u2018one\u2019, with a single, customised student banking package and budgeting advice.<br \/>\n<strong>Barclays<\/strong><br \/>\nThe ear-themed <a href=\"https:\/\/www.yourbank.barclays.co.uk\/\">\u2018your bank\u2019 campaign<\/a> from Barclays Retail Bank does have a very strong, simple visual element, but we think it\u2019s the <a href=\"https:\/\/www.strattoncraig.com\/services\/copywriting\/\">copywriting<\/a> that really makes the ads work. Each of the five creative ideas is led by a question, with a different ear as a representation of each topic. \u00a0It also fits perfectly with one of the main messages of the campaign &#8211; \u2018We\u2019re listening\u2019.<br \/>\nWe\u2019re big fans of the straightforward and clear approach that Barclays has taken with these ads. The purpose of the campaign is to encourage feedback from their customers &#8211; starting a conversation and demonstrating genuine interest. A great follow-up campaign could be based around how Barclays has acted on responses.<br \/>\n<strong>Lloyds and TSB<\/strong><br \/>\nLloyds TSB is no more, with TSB becoming a separate entity under new ownership. As a result of the divide, the two banks are bringing out strong new identities to differentiate themselves.<br \/>\nFirstly, Lloyds has gone for <a href=\"https:\/\/www.introducinglloydsbank.com\/\">a new microsite<\/a> to reintroduce themselves. Claiming their new independence proudly as the \u2018next chapter\u2019, the approach focuses on stability and reassurance to maintain consumer confidence during the transition. The <a href=\"https:\/\/www.strattoncraig.com\/services\/tone-of-voice\/\">tone of voice<\/a> is one of understated strength &#8211; perfectly suited to the brand and exactly what\u2019s needed to make a smooth change.<br \/>\nTSB is \u2018welcoming customers back to local banking\u2019 with a <a href=\"http:\/\/www.tsb.co.uk\/\">warm and friendly campaign<\/a> that aims to remind you of home. Tailored ads in towns and cities address their audience on a much more personal level with a simple \u2018Hello\u2019, emphasising the return of 630 TSB branches to local high streets. It\u2019s definitely been important for the bank to distance themselves from Lloyds in this way, and hyper-local advertising is a great way to engage with consumers on their doorstep and emphasise \u2018convenience\u2019.<br \/>\n<strong>Bank of America Merrill Lynch<\/strong><br \/>\nFinally, here\u2019s one from outside of the UK &#8211; Bank of America and Merrill Lynch have merged, and just released their first integrated campaign as a single bank. A series of 30-second spots highlight enterprises and small businesses that the bank (\u2018our bank\u2019) has supported to improve lives and protect the environment.<br \/>\nThe strong and confident scripts are reassuring for customers. And we particularly like the wording of <a href=\"http:\/\/www.youtube.com\/watch?v=D2YbwQVZeqA\">the second ad, \u2018Liquid Assets\u2019<\/a>, which makes the best use of double meanings to heavily imply the bank\u2019s financial stability. After a period of uncertainty in global banking, the message seeks to encourage customers to rebuild trust as well as their wealth.<br \/>\nWe\u2019ll have to wait and see whether a friendly greeting, a listening ear, a confident voice or a completely made up word is the secret to attracting new customers. If you\u2019ve seen a banking advert &#8211; or any other &#8211; that caught your attention this month, let us know about it.\u00a0Contact us\u00a0by email (<a href=\"mailto:copy@strattoncraig.co.uk?subject=My%20favourite%20wordy%20moment%20this%20month....\">copy@strattoncraig.co.uk<\/a>) or tweet us (<a href=\"https:\/\/twitter.com\/strattoncraig\" target=\"_blank\" rel=\"noopener\">@strattoncraig<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When we were collecting new copywriting stories for this month\u2019s newsletter, we noticed a trend. Many of the most popular, effective and potentially controversial topics of the last four weeks revolved around ad campaigns by banks and building societies. \u00a0Take a look and you\u2019ll see what we mean: NatWest Never mind the debates on Twitter [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70392","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Financial institutions bank on new campaigns this autumn - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/financial-institutions-bank-on-new-campaigns-this-autumn\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Financial institutions bank on new campaigns this autumn - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"When we were collecting new copywriting stories for this month\u2019s newsletter, we noticed a trend. Many of the most popular, effective and potentially controversial topics of the last four weeks revolved around ad campaigns by banks and building societies. \u00a0Take a look and you\u2019ll see what we mean: NatWest Never mind the debates on Twitter [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/financial-institutions-bank-on-new-campaigns-this-autumn\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2013-09-18T16:24:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stratton Craig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stratton Craig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/financial-institutions-bank-on-new-campaigns-this-autumn\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/financial-institutions-bank-on-new-campaigns-this-autumn\\\/\"},\"author\":{\"name\":\"Stratton Craig\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"headline\":\"Financial institutions bank on new campaigns this autumn\",\"datePublished\":\"2013-09-18T16:24:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/financial-institutions-bank-on-new-campaigns-this-autumn\\\/\"},\"wordCount\":645,\"articleSection\":[\"Archive\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/financial-institutions-bank-on-new-campaigns-this-autumn\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/financial-institutions-bank-on-new-campaigns-this-autumn\\\/\",\"name\":\"Financial institutions bank on new campaigns this autumn - Stratton Craig - Global Copywriting &amp; 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