Close Brothers is a financial services group comprised of more than fifteen business divisions – from asset, invoice and motor finance, to savings and wealth management. Their clients are a combination of small businesses and private wealthy individuals. Although a successful FTSE250 firm, they operate in markets where they’re consistently outspent by the big high street banks, meaning that it can be difficult to cut through the noise.
WAY THROUGH STRATEGICALLY
Our researchshowed that a lot of business and wealth management communications come across as ‘corporate’ and ‘cold’. Yet when we interviewed Close Brothers customers we quickly realised that when you’re running a small business or investing your money, it’s actually a very emotional experience. Making the right financial decision impacts not just your bank balance but your sense of personal worth and happiness.
We saw the opportunity to take a more optimistic, positive and human approach to our communications which would separate us from the corporate approaches of other banks and finance providers. We wanted to help the organisation unite around a purpose and we worked with the business’s stakeholders to find a single word which epitomised the benefit that Close Brothers brings to its customers: THRIVE.
WAY THROUGH CREATIVELY
The THRIVE campaign launched across national and regional print, radio, digital video and display using a distinctive bold art direction style and a series of hard-hitting emotional messages. We also enlisted the iconic jump Jockey Sir AP McCoy to embody what it means to thrive and the values we wanted to highlight: hard work, determination, teamwork and resilience.
To add depth to the advertising communications, we negotiated a bespoke racing sponsorship package which gave Close Brothers and the THRIVE campaign a presence at race meets up and down the country.
When Covid hit (with big impacts for many of our customers), we adapted the THRIVE message to add a sense of empathy whilst still maintaining our sese of optimism: ‘ACTIVELY, PRACTICALLY, WE’LL HELP YOU THRIVE AGAIN’.
The campaign has contributed to an increase in both prompted awareness of Close Brothers (up from 65% to 78%) and consideration (up from 68% to 76%). This has coincided with an increase in Close Brothers’ loan book from £6.2bn to £7.5bn.
'THRIVE': BRINGING A PURPOSE TO LIFE (Creative/ Media/ Fluent Device)
How we brought Close Brothers' purpose to life in a distinctive way to ensure it stands out from the sea of financial services sameness.