We partnered with Ikano Bank to develop and execute a multi-channel marketing campaign aimed at launching their direct-to-consumer financial services in the UK. Our approach encompassed display and press advertisements, radio spots, social media content, PR initiatives, internal communications, and community engagement, all unified by a theme of simplicity and Swedish heritage.
Ikano Bank, a Swedish financial institution with over 25 years of presence in the UK, sought to expand from business-to-business services into the direct-to-consumer market. As the sister company of IKEA, Ikano Bank wanted to leverage its Swedish roots and the mission statement “Simplifying the lives of the many” to resonate with UK consumers. Our task was to create a cost-effective, impactful campaign that would introduce Ikano Bank’s services to the public, emphasising simplicity and authenticity.
To align with Ikano Bank’s ethos of simplicity, we came up with the ‘Reluctant Marketeers’ campaign. This creative direction playfully critiqued traditional banking advertisements, avoiding clichés and jargon. Instead, we adopted a straightforward, humorous tone that reflected Swedish culture.
The visual design was clean and minimalist, allowing the messaging to take center stage. This approach was applied across various platforms, including display ads, press ads, and social media content, ensuring a consistent brand experience.
Complementing the visual elements, we developed a radio advertising campaign to bring the brand’s voice to life. We worked with Swedish voice actor Alan Adler, crafting scripts that embodied the campaign’s simple and humorous tone. The recording sessions were directed via video link to Stockholm, ensuring authenticity and harmony with Ikano Bank’s Swedish heritage. These radio spots were broadcast across multiple stations, enhancing brand recognition and reaching a broad audience.
As part of the PR strategy, we produced a white paper titled ‘A Simpler Britain.’ This document explored the concept of simplicity in modern life, featuring insights from the British public and contributions from philosopher Alain de Botton and The School of Life.
The white paper was enriched with custom illustrations, which were later adapted into animations for digital platforms. To generate additional interest, we created a conceptual ‘Break in case of complexity’ glass box, symbolising the campaign’s core message.
Demonstrating a commitment to community involvement, Ikano Bank sponsored the Robin Hood Marathon in Nottingham, the location of the UK headquarters’ location. We supported this sponsorship by developing motivational messages and visual content that embodied the brand’s values of simplicity and encouragement.
Additionally, we facilitated a partnership with Paralympic gold medalist and world-record-holding marathon runner Richard Whitehead, who served as an ambassador for the event. His involvement added credibility and inspired participants, strengthening Ikano Bank’s community presence.
“Arch are a fantastic creative partner. They understand our business and deliver consistently on time and within budget. They offer ideas that add value and exceed our expectations in terms of execution. They are agile, value-adding and competitively priced.”
– Marketing Manager, Ikano BankWe’re responsive & easy to work with, so drop us a line and let’s create some amazing work together.
Call
+44 (0)116 253 0489