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Challenger bank Tide hits the airwaves with first radio campaign


By Michael Feeley, Founder and chief exec

April 29, 2019 | 2 min read

Tide, an emerging brand in SME challenger banking, has appointed Guerillascope as its new media agency partner.

Tasked with planning and executing a nationwide radio advertising campaign, Guerillascope has secured an extensive number of spots on LBC, Kisstory, Absolute and Radio X. The brand will also capitalise on the broadcast opportunity provided by Newslink, with premium spots airing just before national news updates across 287 radio stations.

Tide was developed with small businesses in mind. Customers can open an account in minutes, with no monthly fees, and access invoicing and accounting services to save them time on admin, so they can get back to what they love, running their company. Added benefits including zero foreign transaction fees and a free business Mastercard have also convinced nearly 80,000 small businesses owners to bank with Tide.

Commenting on the campaign, George Schmidt, VP of Marketing said: “We have high hopes for the campaign developed by Guerillascope. We believe radio – a medium that remains a huge part of people’s daily lives; whether at home, on the commute or in the office – will help us cut through to small business owners across the UK. We look forward to building on this strategy.”

Stationed in London and Ireland, Guerillascope specialises in working closely with brands across TV, radio, out-of-home, press, online display and social media.

Launched in 2001, the company’s clients include Protect Your Bubble, Amigo Loans, Watchfinder, Teletext Holidays and Norwegian Cruise Line.

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