The Kite Factory has won the media planning and buying account for Triodos Bank, the ethical finance brand that is committed to supporting organisations and projects that make a positive difference to society.
The bank, which was founded in the Netherlands in 1980 and introduced a savings and investments product in the UK in 1995, launched a personal current account here in 2017. It is proud to be 100% ethical and transparent, publishing information on every organisation to which it lends money.
The Kite Factory has been tasked with driving awareness about the brand among new audiences, and challenging the widespread inertia around switching bank accounts by focusing on Triodos Bank’s unique credentials.
While the UK is seeing a rise in the ‘conscious consumer’, illustrated by a significant uptake in everything from ethical and sustainable consumer products to lifestyle choices such as recycling and environmentally friendly travel options, many people are not aware they can extend their choice to where they choose to bank.
Zoe Sear, Head of Marketing & Communications said: “Money can be a hugely powerful form of democracy in creating the society people want to live in. Moving to ethical banking is one of the few one-off actions that can be taken by a ‘conscious consumer’. It sends a clear message to the banking industry that customers demand transparency and accountability. Whilst some may put us in the ‘challenger’ bank category, we like to make a distinction that we’re more about challenging the way banking itself is done.”
“We are confident that in The Kite Factory we have found an agency partner that can help us reach those many thousands of consumers who we believe share our values. Their expertise in data, analytics and consumer insights will be invaluable in helping us dig deep into our target audience and ensure the highest efficiency when it comes to consumer targeting.”
Rob Watt, Managing Partner at The Kite Factory, said: “There is a palpable shift towards ethical products in the UK at the moment and we believe there is a huge appetite for ethical banking to boot. Little is being done to positively impact the air of cynicism that surrounds much of the financial sector these days so it is only a matter of time before a bank with Triodos’s credentials takes off in a big way.
“Our proven expertise in consumer insight means we are perfectly placed to help Triodos reach all those conscious consumers who are ready and waiting to sign up to a new and improved banking model.”