TSB says it's not just 'selling stuff' in bank's new brand campaign

TSB, the independent bank, has launched a new brand campaign focusing on how its staff are motivated to be partners with customers instead of mere salespeople.

Central to the campaign is an animated TV spot, written and produced in a similar style to "local banking for Britain", which was the first TV campaign by the bank since it spun off from Lloyds TSB at the end of 2013.

The ad was once again created by Joint and animated by AKA. 

The new 40-second spot, "partnership and plusness", is focused on a mother and her children in a carousel playground. Struggling to move the carousel by herself, the woman gets help from another mother, which causes the equipment to speed up and brings smiles to the children’s faces. 

The ad ends with the line: "TSB Partners are here to help you, not just sell you stuff".

The bank calls its employees "partners" to encourage them to "actively help people" and does not give them sales targets. Instead, TSB incentivises them through the TSB Award, which they receive for "brilliant service" and when the bank makes a profit.

Manning Gottlieb OMD handled the media planning and buying for the campaign, which breaks on TV today (14 March). The spot was written and art directed by Damon Collins at Joint and directed by Steve Small through AKA.

Nigel Gilbert, the chief marketing and communications officer at TSB, said: "When we launched TSB, we were very aware that banks had lost their connection with the local communities they had been set up to serve. We wanted to put that right. So, we focused on creating a bank that has a partnership with local communities."

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