Stitchy turns banking complacency into comedy

The campaign challenges consumers to reconsider leaving their savings with established banks out of habit or loyalty.

Hargreaves Lansdown has launched a 30-second TV campaign for its Active Savings product, marking the first above-the-line work from Stitchy since the agency was appointed by the investment platform.

The TV spot forms part of the multi-million-pound Don't Tolerate Inactive Banks campaign, which also spans out-of-home, print, social and creator channels, with video-on-demand activity launching alongside the TV work. The campaign positions Active Savings as an alternative for people looking for more from their cash savings.

Stitchy targets banking complacency

The campaign is built around the observation that people with significant cash savings, typically £10,000 to £20,000 or more, can leave their money with a familiar bank because of habit, trust or loyalty, even when other options may offer greater returns.

Stitchy's creative concept turns the Active Savings name into its opposite: inactive banks. The idea portrays established banks as benefiting from customers who leave their savings unquestioned, while presenting Hargreaves Lansdown Active Savings as an alternative.

Hargreaves Lansdown campaign uses comedy

Directed by Ben Green at Bullion, the 30-second film takes viewers inside an inactive bank, where yawning staff, unanswered telephones and employees looking for ways to pass the time illustrate the campaign's central idea.

Creator Rob Madin, known for his comedy character Brett Domino, plays a banker who presents a poor savings rate as though it were a reward for customer loyalty. His confidence contrasts with the lethargy of the bank, highlighting the difference between the reassurance associated with established banking relationships and the potential value customers receive from their savings.

David Schneider supports creative development

Stitchy also worked with BAFTA-nominated writer, director, actor and comedian David Schneider as comedy craft consultant. He helped develop the characters, timing and physical comedy used in the film.

The campaign directs its humour at banks rather than customers, using the fictional institution's inactivity to encourage viewers to question what their loyalty is earning them.

TV creative extends across social channels

The work reflects Stitchy's approach to developing creativity across social and traditional media. Recognisable behaviour, distinctive characters and scenarios designed to attract attention on social channels are incorporated into the TV campaign.

The campaign is designed to move between channels rather than treat TV and social as separate creative executions. Rob Madin's creator experience informs his TV performance, while shorter social films extend the bankers' time-wasting scenarios. OOH and print executions focus on challenges to banking loyalty and complacency, while creator activity connects the campaign with consumers' own savings habits.

Hearts United leads media activity

The Don't Tolerate Inactive Banks campaign is Hargreaves Lansdown's largest savings campaign to date. Media planning and buying is handled by Hearts United.

www.hl.co.uk

Follow Marketing Report on LinkedIn