Back in 2019, Tide set out to break the monopoly held over the SME industry by the ‘Big 5’ banks. The business banking sector had become a closed shop; while there were challenger brands emerging, account holders were still more likely to get a divorce than switch providers. 52% believed traditional banks were more reliable than digital-only options. A shake-up was needed.
Guerillascope suggested running a first ever TV advertising campaign to generate reach, cultivate trust, and create demand; this would supplement the brand’s own in-house OOH and digital activity. So, with Tide in agreement, we got to work on disrupting the status quo.