As part of The Drum’s Finance and Utilities Focus Week, we’re using insights from Kantar’s Marketplace, an automated market research platform, to look closer at creative trends and effectiveness in this testing category.
Finance and utilities brands often face unique challenges in advertising. These sectors, needing to communicate complex, service-focused messages, are frequently seen as “low interest” by audiences, says Kantar’s global knowledge manager Polly Wyn Jones.
However, some brands have managed to break through this challenge, creating impactful ads that resonate with consumers.
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HSBC, for example, has seen a surge in brand visibility through an increased focus on poster advertising, achieving its highest poster touchpoint association since November 2022 according to Kantar’s brand tracking insights, Brand Dynamics.
Here, we explore how banks such as HSBC, Lloyds and Nationwide have become leaders in their category through innovative and memorable advertising tactics.
HSBC: ‘Cost of Living’ by VML
HSBC’s advertising strategy emphasizes consistent branding and message clarity, which has helped it recover from a brand equity dip caused by fintech competitors.
Known for its distinct messaging style, HSBC has effectively increased its perceived brand difference and returned to the “top tier” of brand salience, alongside leaders like Lloyds and Nationwide. Graham Staplehurst, Kantar’s BrandZ director, highlights: “The way consumers view HSBC has shifted positively, with consistently distinctive communication helping to highlight its difference.”
Mastercard: ‘Butterflies’ by McCann
Mastercard has set itself apart in the financial sector by emphasizing inclusivity and innovation in its campaigns. Through ads that highlight the brand’s commitment to digital transformation and financial inclusivity, Mastercard connects with a diverse audience, positioning itself as a forward-thinking and purpose-driven brand. This approach has not only boosted consumer loyalty but has also reinforced the brand’s image as a leader in modern finance.
TD Bank: ‘Veganhood’ by TD Bank (in-house)
TD Bank has leveraged its reputation for convenience and purpose-driven service to establish itself as Canada’s leading bank among business owners. Its ads emphasize the brand’s meaningfulness and distinctive customer focus, resonating strongly with audiences who value ease and accessibility. According to Staplehurst, “TD remains highly meaningful, driven by convenience and purpose.”
Capital One: ‘Magic’ by GSD&M
Capital One has built a distinctive brand identity through humorous, relatable ads that connect with consumers on an everyday level. By using recognizable phrases like “What’s in your wallet?” Capital One has made its message memorable and impactful, setting it apart in a category often seen as complex and serious. This strategy has resonated strongly with audiences, reinforcing the bank’s position as an accessible, customer-focused brand.
Air Bank: ‘Make Your Load Easier’ by McCann Prague
Air Bank frequently highlights innovative digital tools that simplify banking, such as user-friendly mobile apps and streamlined online services. By focusing on these tech-driven conveniences in its ads, Air Bank appeals to consumers looking for a modern banking experience that fits seamlessly into their lives. This focus on innovation showcases the bank’s commitment to adapting to consumer needs in a digital-first era.
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