Funding Circle, the small business finance platform, breaks the functional conventions of most financial services advertising in its second TV campaign. Aimed to capture and delight the entire UK SME market.

How can we stand out, build trust and make business loans fun!

A tough brief for a brand that is constantly pitched against the banks by its competition, customers and the press.

The solution was to redefine how small business owners thought about finance. And repeating it over and over and over again. Until it became a new school of thought.

Building brand awareness, trust and consideration through empowering business owners was the beginning of borrowing becoming a smart way of doing business, not one to keep quiet. With cinema-worthy production, to land quality and innovation that was special enough to capture attention instantly, this creative was unique to the market and scalable to any media, marketing and medium. It delivered not only to D2C and B2B but also formed its own sales pipeline by capturing the attention of a whole new customer segment that became the fastest-growing sales channel.

The campaign ‘help your businesses fly’ included: 2 x TV ads, 4 x radio ads, out of home advertising e.g tube car panels, performance marketing assets, event creative, branded merch, website takeover, all digital assets for digital marketing campaigns, direct mailers and more.