TSB is addressing its customers’ concerns over the cost-of-living crisis with a new integrated campaign to raise awareness about its ‘Money Confidence Expert’ advice service.
Developed by creative agency McCann London, the campaign is led by two 30-second films, one focused on the bank’s business customers and the other on individuals.
At the heart of the creative lies TSB’s first-ever brand character, ‘Tiny’ the elephant who acts as a manifestation for the bank’s advice service – providing much-needed certainty and confidence to customers struggling to keep on top of rising costs.
The aptly-named star of the films recognises how discussing money worries can often be a highly taboo topic for many, encouraging Britons to acknowledge the ‘unspoken’ elephant in the room by seeking professional financial advice
The campaign forms part TSB’s ‘Life Made More’ brand platform and was follows the results of a survey that indicates 77% of British people are worried about the rising cost of living, with over 50% of these worrying nearly every day.
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“This has been the dream opportunity to step back and look directly at what our purpose is. Our purpose is to help all individuals, existing customers or not, feel more confident with their money so they can get more out of life. We set out to ensure people know they can turn to us for help if they have money worries, to embrace the elephant in the room that for so many impacts every aspect of their lives including mental health,” TSB chief marketing officer, Emma Springham said.
“In a competitive market we briefed McCann to be brave and bold, and to create something likeable with longevity. I think Tiny has done just that. We took inspiration from the well-known phrase ‘elephant in the room’ and have created a standout brand character that with any luck will be with us for a long time to come. This is just the beginning.”
A range of executions will support the two hero films, with activity planned across TV, broadcaster video-on-demand, online, social media, in-branch activations.
McCann London creative directors, Christopher McKee and Richard Morgan added: “As a nation we find it notoriously difficult to talk about our dosh. Which led us to the creation of Tiny, the ‘Elephant in the Room’ with a difference. Once you open-up about your money worries, that seemingly overwhelming elephant doesn’t seem so scary. Less towering beast over this month’s takeaway bills, cuter companion helping you devour some satay sticks.
“Tiny is the best friend you didn’t know you needed, inspiring confidence in the face of cost-of-living adversity. A reminder that once you face your fears, they will often feel less daunting and a little easier to manage. Like a tiny elephant.”
