Metro Bank has launched its first-ever nationwide brand campaign as it gears up for further expansion in the UK.
Launching on Monday (27 January) with a series of out-of-home ads touting the benefits of "people-people banking," the ads focus on the brand's more human side and depict six Metro Bank employees who the company say "demonstrate the highest standards of customer service".
The business will also debut a TV spot later this week from recently-appointed agency Mr President, which follows a bank manager (played by an actress) as she heads off to work, interacting with locals before opening the bank to a customer and her dog.
The hero spot will appear in around 400 cinemas near Metro Bank locations.
The challenger bank has 73 stores in the UK, but is hoping the push will give it a boost outside London and the south east of England. It has one branch in Wales, one in Manchester, one in Liverpool and none in Scotland.
Complementary cinema, online video and paid search strands will launch next month to position Metro Bank as a staunch defender of the High Street and one-to-one interactions while rivals prioritise internet banking.
Jessica Myers, who joined Metro Bank as brand and marketing director from RBS last year, said: “Since we were founded nearly 10 years ago, our purpose has always been to create fans. We champion the value of human relationships in banking. The launch of our first-ever brand campaign now gives us an exciting platform to communicate this and showcase our award-winning customer service credentials.
“The response from colleagues to be involved in the campaign was incredible, they represent true ‘people-people’. One of the things that makes Metro Bank unique is our people, and this campaign is all about people – our customers, our local communities, and our colleagues.”