Our research showed that anxiety over finances had become the second most common concern for the global population, following only worries over personal health and that of loved ones in light of the pandemic.
And yet more than half of us won’t seek advice when we’re worried, and of those of us that would, only 27% would go to our bank for financial advice. Why? Because we’re scared of saying the wrong thing, looking stupid and generally unsure on how to break the silence on how we look after our money.
So we decided to lay it all out on the table with the Big Banking Chat.
More people than ever were – and still are – spending a significant proportion of their time online, and we wanted to show them that we get it. How? We undertook global research across 11 markets, created seven financial tribes to take people on a virtual journey and turned it into a global campaign. It started with an interactive map and landing page where they could find out how people handle their money and what’s rubbing them up the wrong way about traditional banks. And it took off from there.
Who said it wouldn’t be possible to launch a global integrated campaign during the outbreak of a global pandemic? Oh, that’s right, not us. It turns out that where there’s a will, there’s a way. And, even in the beginnings of an entirely new world of working, it’s possible to deliver a huge impact from a bunch of tiny laptop screens in London and Berlin.