Starling Bank pushes for growth with new brand platform
The bank is “edg[ing] closer to IPO” and has ambitious growth plans for 2024
Starling Bank is kicking off the new year with a new brand platform, celebrating the people behind banking.
‘The Bank Built For You’ platform highlights the bank’s money-management tools and how they fit into all the aspects of different people’s lives.
The mixed-media campaign comes as part of a long-term marketing strategy underpinned by a new brand positioning and audience strategy, pointing towards the bank’s approach to building an experience that “puts people first”.
“We’ve been building Starling’s brand awareness since launching in 2017 with campaigns that capture our founding mission: to change banking for good,” Starling Bank brand and marketing director Rachel Kerrone said.
“The Bank Built for You platform takes us in an exciting new direction. 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”.
The new brand push comes with a 25 per cent headcount increase in its marketing communications function which it has recently restructured and comes with ambitious growth plans for 2024 across account volumes, customer deposits and the expansion of Engine, its software business.
Starling says this comes as it “edges closer towards IPO”.
Shifting from sending people to space to showing real people in real moments, the three 30-second adverts showcase the different ways Starling fits into its users’ lives.
We see a woman using the app to save to move out when she sees her parents sharing a romantic moment in the kitchen, a young girl negotiating for more pocket money after cleaning her parents’ car and a lorry driver on a night shift encouraging his partner to go out with friends and seeing from their joint account that she went to a karaoke bar.
The ads were created in partnership with Wonderhood Studios and directed by Lucy Forbes, director of ‘The End of the F***ing World’ and ‘This is Going to Hurt’ and will initially run over the next three months as it cements its new brand positioning.
“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,” Starling Bank head of creative Eve Stepney said.
“There’s a story behind every pound earned, saved and spent, and everyone involved brought their own weird, joyful, complex money experiences to the creative process. We’re excited to tell even more of these stories through the lens of this new platform.”