As part of its evolving brand strategy, Metro Bank today launches its first brand campaign, celebrating its long-standing belief in “people-people banking”.
The campaign – delivered through out-of-home advertising, cinema and online video, and paid search – is built on the bank’s philosophy that, whatever happens in the future of banking, people need people and value human relationships. Since its launch almost ten years ago, Metro Bank has been committed to hiring “people-people” with the upmost importance given to its award-winning1 customer service.
Metro Bank continues to buck the trend in the banking sector, which has seen a declining presence of high street branches2 and a shifting emphasis towards digitalisation replacing human interactions.
From today, more than 2,000 placements across 170 out-of-home locations can be seen close to Metro Bank stores. These feature six Metro Bank colleagues – identified via an internal talent search – who embody the spirit of “people-people banking”.
Byron Russell, Payment Specialist based in London, said of his involvement in the campaign: “True ‘people-people banking’ is at the heart of everything we do at Metro Bank. Amazing customer service is about not just going out of your way to help customers but living and breathing it every day. There is something important to be said for human interaction, the stories you tell, and the common ground you share. People love familiarity and knowing they can have questions answered by a person rather than a FAQ page.”
The campaign’s online video advert launches on 29 January 2020, and in cinemas on 7 February – appearing in around 400 cinemas near to Metro Bank stores across the country. This follows the journey to work of a Metro Bank store manager3, bringing to life what ‘people-people’ banking in the community feels like. It celebrates some of Metro Bank’s points of difference – from innovations such as instant debit card printing and Insights on the mobile app, to the bank’s early morning opening from 8am on weekdays.
Commenting on the campaign launch, Jessica Myers, Metro Bank’s Brand and Marketing Director, said: “Since we were founded nearly 10 years ago, our purpose has always been to create FANS. We champion the value of human relationships in banking. The launch of our first ever brand campaign now gives us an exciting platform to communicate this and showcase our award-winning customer service credentials.
“The response from colleagues to be involved in the campaign was incredible, they represent true ‘people-people’. One of the things that makes Metro Bank unique is our people, and this campaign is all about people – our customers, our local communities, and our colleagues.”
Unlike many of its peers, Metro Bank has innovated people back into banking. Its stores – that are open 362 days a year, seven days a week, from early until late4 – offer on-the-spot account opening with no appointment needed, free coin counting facilities, free community events, and give a warm welcome to the whole family including pets.
Metro Bank worked in collaboration with creative agency Mr. President and media agency GoodStuff to develop and deliver its first brand campaign.