In the UK at least customers tend to stay with big banks because they’re not convinced another is any better – although there are numerous challengers. The big boys’ bland marketing might have something to do with this.
France’s Boursorama Banque, a challenger of sorts although it’s owned by the mighty Société Générale, has a clear position – “the bank you’d recommend” – exemplified here by lively new agency Buzzman.
Bland it isn’t but you don’t want to frighten the horses with a bank campaign and this navigates that line deftly.
MAA creative scale: 8.5.