Metro Bank Gives Its Customers Their Very Own Advertising Campaigns

As UK businesses fully open, creative agency Mr. President and media agency Goodstuff are on a mission to help Metro Bank get them up and running. Their latest campaign communicates the unique personal service business customers receive, by highlighting Metro Bank’s Local Business Managers (LBMs), as they help three of their customers create radio ads.

True to their 'People-people banking' mantra, Metro Bank assigns business customers a local business manager. They are a personal point of contact who are always on hand with ideas to help customers' businesses move forward. Naturally, many customers feel their LBM is an integral part of their business.

The creative by Mr. President shines a light on the unique bond between real local business managers and their real customers, while showing the parties in the process of creating ads for the small business – a gesture in support of the local businesses by Metro Bank. 

Mr. President created and produced the overarching campaign, and also worked with Metro Bank’s three businesses customers to develop their striking radio adverts. 

“Metro Bank has always had humanity at its core - whether it’s in-store birthday cake surprises for children or personal Local Business Managers for business customers” says Jon Gledstone, Partner and ECD at Mr. President. “We’ve created something that lets business owners everywhere see the level of personal service they could be getting from their bank. The creative opportunity for us was to create a single campaign where all the businesses involved had distinctive and creatively-rich adverts of their own.”

Media strategy, planning and buying has been delivered by Metro Bank’s media agency Goodstuff. The hero channel is audio, which is Metro Bank’s first venture into the channel, including bespoke customer ads for the three businesses. This will be supported by digital and a publishing partnership with the Guardian. The campaign aims to target independent and local business owners, increasing awareness of Metro Bank’s new offering and dramatising the relationship between business owner and LBM, as well as celebrating other small businesses. 

Paige Spencer, planning manager at Goodstuff who has worked closely on this campaign with Metro Bank said: “The pandemic has been a breeding ground for start-ups, as people have used this time to re-evaluate their priorities and ambitions. Metro Bank understands that business-people need people-people to help support them along this journey. The Business Account Online (BAO) campaign celebrates the success of three businesses, who have worked closely with the LBMs to make their dreams a reality. The multi-channel campaign marks Metro Bank’s first venture into business banking, helping the nation get from start up, to up and running.” 

The campaign launches on the 1st of June.