The UK Private Banking landscape is cluttered with high street brands offering one-size-fits-all ‘McBanking’ products, and the more traditional Private Banks are seen as impenetrable mahogany-lined rooms for ‘squillionaires’.
Enter Investec. While traditional Private Banks typically appeal to those with ‘passive wealth’, Investec is very much focused on ‘active wealth’ – those who are not only actively building careers and companies, but are driven with a fundamental purpose in life: to problem solve, challenge conventions and have the courage of their convictions to see the journey through.
Whilst people were aware of the name Investec and the Zebra brand icon, their extraordinary private banking offering wasn’t clear. BBD Perfect Storm was briefed to redefine the direction of the Private Bank’s brand communications, focusing on repositioning them as a modern aspirational brand to engage with their target audience.
The creative idea was to capture the ‘Restless Spirit’ that sits at the heart of Investec and its customers, and to present this within a modern, aspirational context. The advertising featured a number of brand ambassadors who are entrepreneurs ‘on the rise’ creating interesting businesses. Each ambassador was hero-ed in his or her own ad, with supporting headlines and copy specific to their personality and business, and articulated the mindset of a restless spirit.
We created strong character portraits of our ambassadors in order to convey their restless spirited personality and the ‘glint in their eye’. Locations were crucial in creating a context of modern luxury, with interiors combining traditional and contemporary styles, textures and colours.
Colour was also key. Vibrant highlights conveyed the playful irreverence of the brand and helped the subjects stand out. We worked with an up-and-coming sartorial designer (a Restless Spirit himself) to devise a bespoke wardrobe that suited each location, so the styling was clean, sharp and contemporary and the subject appeared part of the world that they inhabited.
The campaign was designed to drive awareness and saliency. We are conducting brand tracking, however activity is still running and the second dip research is yet to be completed.