Starling to hire more marketers as it debuts new brand platform

Alex Sword


The Financial Services Forum

Starling has launched a new brand platform, based around spotlighting stories of its ordinary customers.

‘The Bank Built for You’ focuses on highlighting how banking services fit into everyday life through three short ad spots.

Titled ‘The Dessert’, ‘Rinsed’ and ‘Night Owls’, the 30-second ads show ordinary people using Starling services to navigate relatable life moments. They aim to highlight how the fintech builds features around what customers ask for.

Starling worked with Wonderhood on the ad creation and Electric Glue on the media buying operation, which has been driven by an audience planning project which has mapped out the key segments Starling needs to target.

Set to run for an initial three months, the ads will feature in primetime spots on Sky, Channel 4 and ITV, as well as out-of-home, BVOD, digital, radio and social.

The launch comes as Starling reaches 4.1 million customer accounts, touting ambitious growth figures for this year as it seeks to IPO. The neobank has expanded its marketing function by 25% and plans to make more hires this year.

Rachel Kerrone, Brand and Marketing Director at Starling Bank said: “We’ve been building Starling’s brand awareness since launching in 2017 with campaigns that capture our founding mission: to change banking for good.

“With brand awareness at an all-time high, The Bank Built for You platform takes us in an exciting new direction. We’re telling relatable human stories that highlight the unique ways we manage our money. It’s about anchoring our best-in-banking features in reality and showcasing how Starling can change the way people spend and save.”

Eve Stepney, Head of Creative at Starling Bank adds: “We’ve loved sending sheds and people into the stratosphere over the past few years – who wouldn’t? But this time, it felt right to give real human moments the same cinematic treatment. There’s a story behind every pound earned, saved and spent, and everyone involved brought their own weird, joyful, complex money experiences to the creative process. We’re excited to tell even more of these stories through the lens of this new platform.”

Jack Croft and Stacey Bird, Creative Directors at Wonderhood Studios said: “Our ambition was to create a campaign with Starling that stood out from the sea of other banking ads that often don’t seem in touch with real people. ‘The bank built for you’ enables us to champion Starling’s unique approach to banking and showcase it in a relatable way. Each film feels like a real moment in a real person’s day, whether funny, lonely, or joyful – something we feel is unique to Starling.”

You can watch the three ads below:

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