Many business banking customers perceived that bank lending had ceased. First Trust Bank wanted to communicate to their customer base, and to potential SME bank switchers, that they had a new £50m Business Support Fund available for lending.
We developed a customer testimonial advertising campaign to engage the business audience. The advertising featured real First Trust Bank customers giving an account of how the bank supported and saw the potential in their business. The campaign included press, radio, online display, outdoor advertising, and in-branch materials.
Research conducted by Millward Brown among First Trust Bank customers and non-customers found that the advertising was ‘relevant, motivating, friendly and reassuring’. The use of quotes from real business people helped to reinforce positive feedback about First Trust Bank. The campaign line ‘We see the potential too’ was exactly what businesses wanted to hear from a bank.