Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns. He shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today we discuss an industry that is currently under pressure on many levels. That's right, it's the financial sector. Specifically, banks. It’s all about new banks. And old banks.
TV, Web, Social media
- Innovative ideas and products need innovative campaigns. One hundred per cent.
- Always communicate your positioning clearly and creatively - in your images, soundtrack and storyline.
- There are songs that you remember throughout your entire life. There is huge potential here for new brands and products to use this power for their own benefit!
For many years the banking industry has been characterised by an unwillingness to embrace change and an avoidance of innovation and speed. But the signs suggest the future has arrived. FinTech unicorns and other new players are keen to disrupt and have the ideas and capabilities to do just this.
Innovative products and companies need innovative campaigns to ensure that their credibility doesn’t suffer. A visionary product with new ideas, but banking ad campaigns are as conventional and outdated as they were 30 years ago. They are as boring as the banks I want to get rid of. Time for something new. New storytelling, new ideas, new insights, new positioning - and on to new customers.
What starts out a traditional love story develops into a very different kind of liaison. Unusual for a bank campaign and exciting until the last second. A very surprising and delightful twist at the end that communicates the brand's positioning clearly: "You can be a customer with us without leaving your old bank. It doesn't have to be a break-up, if that's too complicated for you. Have fun with your other bank.”
What is particularly striking, alongside the entertaining storyline, is the spot's endearing integration and adaptation of an international superhit and its confidence in the emotional power of music. Not only the rediscovery of the 70s parody punk hit "Ca Plane Pour Moi" by Plastic Bertrand (at the top of the charts in 1978 and still a favourite at many late-night parties), but also the new interpretation of this catchy tune "Bankage a Trois" by Christian Olsson, singer and frontman of the Swedish band Fibes, Oh Fibes!. This, too, reflects Lunar Bank's positioning. This is consistent storytelling.
Hot or not?
Very effective. It's fun, entertaining and full of surprises, while conveying the central message and communicating the positioning clearly.
Best of all: emotional storytelling with an unexpected storyline. A twist at the end, the like of which we haven’t seen for a long time. And fantastic music that turns a good spot into a great one.