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CAMPAIGN OF THE MONTH: Bringing banking to life

It’s fair to say the financial sector doesn’t have the greatest reputation. The idea banks are robotic, cold and distrustful continues to plague marketers working in this sector. However, Misys is aiming to break this perception with its new video-led ‘If’ campaign, which aims to re-humanise banking.

 Specialising in software for banks, Misys provides a range of banking, treasury, trading and risk solutions. This may sound daunting to some, but ‘If’ proves banking doesn’t have to be boring.

Misys chose to work with B2B agency Earnest to develop a five-phase campaign to run over 12 months that avoids financial service marketing clichés, and instead draws attention to how the organisation of information can allow users to be successful. Mika-John Southworth, global head of marketing at Misys, explains: “We really wanted to shake things up and try something nobody has tried before.”