Advertising: Initial Ideas, Planning and Research

 The brief on advertising is to create an advertisement and so I began thinking about what I would like to advertise.  I have been thinking about the uncertainty in the world, climate change, cost of living crisis, supply chain issues and war.  On an individual basis this can make life feel uncertain, will my home be safe and secure?  What happens if there is an economic crisis?  How will I protect myself and my family?

Schweizerische Nationalbank

So with these thoughts, I considered my own money and how to keep it safe.  So what is the safest place in the world for money? Traditionally Switzerland, as it is a neutral country and it has all those vaults filled with everything. Interestingly now Switzerland has become the world leader in creating digital vaults to hold digital assets; 'Switzerland is successfully positioning itself as a pioneer in safeguarding digital assets and strengthening its role in global wealth management.' (Switzerland Global Enterprise:2023).  Thinking about this it would be a good idea to create a Swiss Bank for not just rich people but for everyone where they could safeguard their money both real and digital/Cryptocurrency for the future. 

I will begin by looking at other banking advertisements and consider who they are for, whether they work and how and where they are advertised.  I started by looking at my own bank and how they advertise. This is Monzo bank that is just through an app with no physical premises. 

Monzo Bank Advert (2024)

Monzo bank advertising in this case seems to be suggesting that you will enjoy relaxing in the sun by banking at Monzo - there is no tagline here just the name of the bank - I personally think if I was a new customer I might want a little more information on why I should join this bank, the man in the picture looks like Gen X so is this an advert for that generation?  I realised then that this could not be the whole advert and I found the advert which is actually a short film and the tagline is 'money never felt like monzo' with the characters doing pleasurable things.  Giving the idea that banking at Monzo is a pleasurable experience.  Again it is selling a lifestyle idea for you to buy into as a customer. 

Going to a more traditional bank I looked at adverts for HSBC.  HSBC pride themselves on being a global brand but who care locally - their tagline here states 'When we see beyond borders, we see opportunity everywhere'  and then next to their logo 'opening up a world of opportunity' the global aspect is highly important therefore these adverts seem to be aimed at people who perhaps travel often, business people and perhaps younger people - students who may live in two different countries. The typography on this advert is much more serious looking than the Monzo which is more rounded and gives a sense of fun. I think in my own advert I would prefer a more fun approach to serious banking!

The adverting adverts encompass this idea further by pointing out that their accounts have no fees anywhere in the world.

The other bank that I use is the Co-operative Bank.  I chose this bank as it was supposed to be more ethical and invested in ethical concerns rather than things that may harm the environment and I do believe this is still the case with this bank 

Co-Operative Advertising Campaign (2022)

The 'Withdraw from this' campaign is focussed on climate change and encourages the audience to withdraw from other banks and join the co-op as it will do better things for the environment.  The co-op bank logo is quite simple and known so although it looks old fashioned it is well known as a brand in the UK. The message in capitals and across the icecaps melting is simple and effective as a tagline. 

The co-op advert film enhances this message and gives further facts about what the bank has done and to reiterate that it does not fund businesses/people who are destroying the environment. I like this as it is why I joined this bank.  I do think though for my own advert I need to focus on once clear message.  

My own bank needs a strong name, a tagline and a good logo to make it work and looking at the other banks here - I would like to target 

References

Switzerland Global Enterprize (2023). Switzerland is the world’s digital vault. [online] S-GE. Available at: https://www.s-ge.com/en/article/press-release/202302-homeofblockchainswiss-report?ct [Accessed 16 Jan. 2025].