Case Study: Metro Bank boosts consideration and familiarity with Mr. President's people-people banking campaign

Metro Bank boosts consideration 5% and familiarity 20% with Mr. President

Metro Bank, a revolutionary UK high street bank, faced the challenge of rediscovering its brand magic after nine years in a market increasingly disrupted by new fintech companies. The vendor, Mr. President, undertook a Brand Defining Idea process to address this challenge.

Mr. President identified Metro Bank's unique point of difference: its people-centric approach, dubbed "people-people banking." The solution involved a multi-year, award-winning campaign that brought this concept to life through contextual out-of-home advertising, TV, radio, and community events. The results were significant, with customer consideration rising by 5% and familiarity by 20%. A specific B2B campaign drove a 53% increase in account openings and achieved a 3.8x return on ad spend, winning the Best B2B Campaign at the Marketing Society Awards 2023.

Metro Bank