Research suggested that banks are not sexy and the media has a sexist approach to finance. We worked with Common Industry on a strategic campaign for Starling Bank to right these wrongs and turn the tide in the banking sector.
The aim was to separate Starling from other banks with a forward-thinking and strategic content package. Starling was a new company that needed to make an impact in a big industry with loud and clear communications. The message centred on financial transparency and targeted a young, open-minded audience.
Common Industry and Starling needed a multi-talented production partner that could create various styles of content in order to break through the noise.
We produced three stands of very different content. The campaign consisted of high-end fashion film, corporate conversations and motion graphics. It was short, medium and long-form, live-action and animated. We targeted the same audience from multiple angles with one clear message.
The high-end fashion content caught the audience’s attention, influencer discussions imparted wisdom and spoke to young entrepreneurs on their level, and a series of punchy animations engaged a mobile-native audience.
The campaign coincided with International Women’s Day for maximum impact. The hashtags #makemoneyequal and #hiddenfigures made the content fly across social media, turning many heads along the way. The campaign was picked up by major news publications leading to a reach of 300m and resulting in 10k new users.
Approaching financial content from a fashion perspective had the desired impact. It turns out banks can be sexy, not sexist.
Strands of content
Films
Influencers
Naked Models
audience reach
New users
Director
Producer
Camera
Editor
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