Funding Circle kicks off marketing push with prime-time TV ad

By Ryan Weeks on Wednesday 30 August 2017

Alternative Lending

Leading marketplace launches its “Made to Do More” campaign with an advert during the Great British Bake Off.

Leading marketplace launches its “Made to Do More” campaign with an advert during the Great British Bake Off.

Funding Circle: coming to a screen near you. The world’s biggest online marketplace for small business loans has kicked off a £12m marketing campaign on prime-time TV with a 30-second advert during the Great British Bake Off.

The advert depicts a woman drumming. After a slow start she quickly ramps up the tempo, in what is supposed to reflect the steady growth of a small business (one armed with a Funding Circle loan, of course). A second advert, also part of the marketing push, depicts a man using a skipping rope – growing in pace and flair throughout.

Funding Circle's chief marketing officer Darryl Bowman told AltFi that small businesses still think bank-first when seeking a loan, but that the adverts aim to change that. The company's "Made to Do More" mantra, which drives the campaign, is designed to appeal to customers on both sides of the platform: both P2P investors and small business borrowers. 

Funding Circle plans to spend £12m on TV, radio and outdoor (on the tube, on billboards, etc.) advertising from September to March 2018. These efforts will concentrate exclusively on UK businesses. The company recently unveiled a redesigned website and logo, embodying its new “Made to Do More” motto. It raised £82m at the start of the year in a round led by Accel.

Funding Circle has spent a year and half cooking up the marketing campaign, with the help of branding agency Rooster Punk and ad agency Lucky Generals.

TV advertising is rare in P2P/marketplace lending, but is not entirely without precedent. Past efforts include Professor Zopa, and Wellesley & Co.’s now-infamous portrayal of its platform as a giant safe. In the US, SoFi spent around $5m for a 30-second slot during Super Bowl 50.

Funding Circle itself has tried its hand at TV advertising, way back in 2014. You can watch its latest attempts below. 

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