As part of The Drum’s Finance and Utilities Focus Week, we’re using insights from Kantar’s Marketplace, an automated market research platform, to look closer at creative trends and effectiveness in this testing category.
Finance and utilities brands often face unique challenges in advertising. These sectors, needing to communicate complex, service-focused messages, are frequently seen as “low interest” by audiences, says Kantar’s global knowledge manager Polly Wyn Jones.
However, some brands have managed to break through this challenge, creating impactful ads that resonate with consumers.
HSBC, for example, has seen a surge in brand visibility through an increased focus on poster advertising, achieving its highest poster touchpoint association since November 2022 according to Kantar’s brand tracking insights, Brand Dynamics.
Here, we explore how banks such as HSBC, Lloyds and Nationwide have become leaders in their category through innovative and memorable advertising tactics.
HSBC: ‘Cost of Living’ by VML
HSBC’s advertising strategy emphasizes consistent branding and message clarity, which …