Metro Bank were the first new bank to open on the UK High Street for over 150 years.
Metro Bank was revolutionary and created huge waves in the banking sector. But nine years on, amidst the launch of a flurry of fintech disruptors, Metro Bank needed to rediscover the magic in their brand.
Mr. President undertook our Brand Defining Idea process. Speaking to colleagues, customers, and the C-Suite, uncovering their most compelling point of difference: their people. But not just any people…their people-people.
In a category where human interaction was being engineered out of every point in the customer journey, Metro Bank have been busy innovating people back into banking. With stores open 7 days-a-week, from 8am until 8pm, filled with genuinely lovely people-people hired for their people (as well as their banking) skills.
This was at the heart of our strategic brand positioning, brought to life through our Brand Ethos and all our subsequent campaigns. Informing every part of the organisation, from the CEO to the front line Customer Service colleagues, showing how Metro Bank can aspire to be the number one people-centric community bank.
Over three years, we ran a series of award-winning campaigns that brought their people out into the streets.
With contextual OOH starring the people-people of Metro Bank. Directing customers in, especially at the times and days when all other banks were shut. Supported with brand TV, a hugely successful radio-led B2B campaign, lots of local press and plenty of community-centred experiential activity. We even hosted a 10th birthday party headlined by Heather Small of ‘M People-People’!
The work (and banking) continues to be hugely well-received by customers and colleagues alike. As a direct result of our work, consideration has now jumped up by 5% and familiarity has risen by 20%. Our B2B campaign saw accounts openings grow by over 53% all at a 3.8x return on ad spend. Winning us the Best B2B Campaign at the Marketing Society Awards 2023.