Vanquis looks to underscore its difference with new ‘the bank that’s got your back’ line
The bank hopes the campaign and its use of social media, new sponsorships and a digital transformation will help it reach 12 million “financially underserved” customers.
Vanquis, which offers financial services to those that struggle to get credit, has relaunched with a new strapline and supporting campaign that plays up its purpose to put “care” at the centre of retail banking.
The bank, which has 1.69 million customers for its products, including savings app Snoop, has today (9 June) launched activity introducing new strapline “the bank that’s got your back”.
The out of home campaign, which was developed in-house, will feature on 1,000+ bus backs and train station ads. Copy includes: ‘The only time our bank will look down on you’ will be used on high-up billboards for campaigns.
Speaking to Marketing Week, Vanquis marketing director Paul Lloyd, says the goal of this campaign is to solidify “who the bank is”.
The refresh aims to speak even more to its target audience of “financially underserved customers”, which it defines as those who may not get the support that they need from traditional banks.
Getting distinctiveness is always really difficult, and mustn’t actually be achieved by marketing alone. It has to come from the core of the proposition you offer to your customers.
