CorpComms Magazine

When Metro Bank became the first new high street bank to open for business in more than 100 years, consumer trust in banking was at an all time low.

The first branch was scheduled to open in London in July 2010, but in an effort to position itself as a national brand that was a real alternative to the 'big four' Metro Bank adopted a three pronged approach which the judges described as 'well-controlled' and 'nicely positioned'.

It was decided at the outset that success would be defined by increased brand awareness, the volume of media coverage and the extent of key message penetration. Workshops were held with the senior management team to perfect Metro Bank's brand and corporate messages and create the bank's story.

In the four weeks before launch, the chairman Anthony Thomson and co-founder Vernon Hill conducted 15 briefings with journalists to highlight the bank's proposition and promote its story ahead of opening for business while two 'behind the scenes' tours of Metro Bank took place.

A broadcast media buzz was also created by drip-feeding stories about the bank's unique offering, such as seven day opening hours and fast-track new accounts. This approach enabled Metro Bank to leverage media appetite and manage public scrutiny of its launch. By October 2010 awareness among Londoners of Metro Bank stood at 36 per cent, up from eight per cent prior to launch.

The campaign also generated 135 pieces of broadcast coverage, including a BBC Breakfast show live from the branch on the launch date, and 94 per cent of these contained at least three agreed key messages.

The judges felt that, with the pervading anti-banking sentiment, there was a high risk that this campaign could have been hijacked, but instead careful planning generated high rewards.

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Highly commended entry

Leading the North Sea renaissance? Centrica's commitment to securing gas supplies for the UK - Centrica Energy - Agency: Blue Rubicon

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Shortlisted entry

The launch of the One Tonne Life project - One Tonne Life Partners - Agency: Ogilvy Public Relations London