Introduction to the winning campaign
Voters of Marketing Week have chosen TSB’s ‘The elephant in the room’ campaign as the best marketing campaign of 2023, following four voting rounds. The bank’s mascot-driven effort, which seeks to address financial stigmas and unveil a new brand mascot, managed to surpass Guinness in the final stage. This creative and refreshing campaign successfully captured the attention of audiences by using lighthearted humor to tackle serious financial topics. In addition to raising awareness about money-related taboos, the campaign showcased TSB’s commitment to helping customers achieve financial stability and well-being.
Tiny the Elephant: a new brand mascot
TSB’s promotional campaign presents its first-ever brand mascot, Tiny the Elephant, an emblem inspiring individuals to engage in discussions about financial topics. This innovative approach comes after the bank established a multi-year collaboration with Friends actor David Schwimmer. Tiny the Elephant is designed to spark conversations and encourage consumers to explore the various financial services offered by TSB, making financial management more accessible and relatable. The bank hopes that with the support of David Schwimmer and the introduction of their new mascot, they can help break down the barriers many face when it comes to personal finance and banking.
Positive feedback from test audiences
With actor Daisy May Cooper providing the voice, Tiny received positive feedback from test audiences, with 74% of participants finding the mascot appealing. This positive reception can be attributed to Cooper’s unique vocal performance and the mascot’s endearing design. The creative team behind Tiny is optimistic that this affinity will translate to the wider public upon the official launch.
The need for a courageous mascot
The bank’s Chief Marketing Officer, Emma Springham, mentioned the necessity for a courageous and unique character with lasting appeal to tackle financial misconceptions. In a recent interview, Springham emphasized the importance of making financial education engaging and accessible to individuals from all walks of life. Developing a dynamic character capable of challenging and changing financial stereotypes would be a core strategy in achieving this goal, she said.
Benefits of mascot characters
Studies indicate that mascot characters can draw in new clients, expand market share, and diminish price sensitivity, particularly in the realm of B2B marketing. These mascot characters often embody the brand values and act as a bridge to connect with the target audience on a deeper emotional level. By leveraging their unique appeal and recognition, businesses can successfully humanize their offerings and foster lasting relationships with their clients.
TSB’s adventure for the future
Owain Jevons, TSB’s marketing performance and planning manager, characterized the campaign as part of TSB’s “adventure” to concentrate on the upcoming three years. Jevons emphasized that this strategic move aims to strengthen TSB’s market presence and effectively cater to the evolving needs of their customers. Furthermore, he expressed optimism about the potential growth opportunities that the campaign is expected to unlock, ultimately taking TSB’s performance to new heights in the rapidly changing banking landscape.
Educating the younger audience
Tiny’s adaptable and fun-loving nature also permits the bank to introduce financial information to younger audiences through educational programs in schools. This approach not only fosters early financial literacy in children but also helps build trust and familiarity with the bank at a young age. By incorporating engaging characters like Tiny, these programs make learning about finance enjoyable and accessible, paving the way for responsible money management habits in the future.
First Reported on: marketingweek.com
Frequently Asked Questions
What is TSB’s ‘The elephant in the room’ campaign?
The campaign is a creative and refreshing marketing approach featuring TSB’s new brand mascot, Tiny the Elephant, designed to address financial stigmas and facilitate conversations about personal finance. It won the title of the best marketing campaign of 2023 as chosen by the voters of Marketing Week.
Who is Tiny the Elephant?
Tiny the Elephant is TSB’s first-ever brand mascot, which aims to inspire individuals to engage in discussions about financial topics and explore TSB’s services. The bank’s collaboration with Friends actor David Schwimmer and voice actor Daisy May Cooper brought this mascot to life.
What was the feedback from test audiences regarding Tiny?
74% of test audiences found Tiny to be an appealing mascot, with positive reception attributed to the unique voice of Daisy May Cooper and the endearing design of the character.
Why did TSB introduce a mascot for their campaign?
TSB wanted a courageous and unique character with lasting appeal to tackle financial misconceptions and make financial education engaging and accessible. Mascot characters have proven effects in drawing new clients, expanding market share, and diminishing price sensitivity in B2B marketing.
What is TSB’s plan for the future?
TSB aims to strengthen its market presence and cater to the evolving needs of customers through a strategic three-year plan termed by Owain Jevons as an “adventure.” The bank is optimistic about the potential growth opportunities that the campaign is expected to unlock.
How does the campaign cater to younger audiences?
Tiny’s adaptable and fun-loving nature allows TSB to introduce financial information to younger audiences through educational programs in schools. These programs help foster early financial literacy in children and build trust and familiarity with the bank at a young age.