Metro Bank: Join the Revolution - Report Example

METRO BANK’S ‘JOIN THE REVOLUTION’ (ANALYSIS) Introduction The ‘Join the Revolution’ campaign is one of Metro Bank’s core initiatives and its extraction is from a broad selection of events and promotions in the media. Metro bank initiated the campaign in 2010 and it ran on for the following two years leading to a review in 2013 prompting most of its developments (Sunderland 2010). The campaign focused on making community banking convenient in the United Kingdom where it has multiple branches that are the core promoters of the campaign through advertising, offering brochures and conveying it to the bank’s consumers (Brownsell 2010). Naturally, the campaign made a significant impact in London where over fifty million people heard of it or saw it, and by the end of 2013, Metro Bank’s customer accounts multiplied by two attracting a lot of new consumers and potential investors. Analysis A. General Analysis i. Aesthetics Assertively, the analysis of the aesthetics in the campaign adverts gave the following conclusions. The primary colors were blue and red with all the words having either one or both. Significantly, the ads had the title ‘Join the Revolution’ with larger fonts that the rest of the words; moreover, below the title was Metro Bank’s brand mascot (Metro man) in the shape of ‘M’ (Hill 2013). The first adverts had the invitation to the bank’s celebrations that were set to launch the campaign; remarkably, they were promising to give new account gifts, food, fun and prizes to the consumers during the event (Brownsell 2010). Additional information entailed the bank’s opening hours on every day of the week and the provision of new bankcards once a person opens an account. Definitely, the campaign seems to be appealing as depicted by the ad; moreover, the bank is willing to give bank to its customers as a sign of gratitude, on top of promising to offer the best services in banking. ii. Action/ Story Metro Bank is keen to state out that, it is the only advanced street bank in the United Kingdom and that there has not been any organization with the kind of services, which they administer with convenience as the basis. This is more than enthralling and the advert shows that the campaign aims at influencing the community positively. Figure 1: (Hill 2013) Evidently, the information shows that the bank is conversant with the interests of the consumers, on top of the field’s statistics, which builds confidence in the interested parties in case they are interested in joining the initiative. Moreover, the types of gifts displayed in the ads also attract undivided attention, they are unique and anyone who wishes to attend the launch celebrations and open an account can be lucky. Figure 2: (Hill 2013) iii. Main Message The bank’s slogan for the campaign was that they aim at creating ‘Fans’ and not customers, which is their version of banking revolution. Evidently, the ‘Fans’ part makes banking with Metro Bank seem fun which is enchanting to everyone. B. Motivational Analysis i. Goals The main aim of the campaign is meeting customer needs for development and as the bank’s chief focus; it restructures the rubrics of retail banking by eliminating all the irrational rules. Additionally, the banks great brand uses the combination of model, culture and fanatical execution as the basis; analytically, integration of these three aspects and considering the customer needs is a clear depiction of Schiffman’s theory on consumer behavior. Most people look for the best products that will utterly satisfy their needs (Schiffman et al 2012) ii. Needs/Wants/Desires This aspect of the campaign communicates to consumers who involve in retail businesses and are in search of a bank that will meet their banking and business needs. Naturally, Metro Bank puts it out that they are the best for such an audience by expressing the scarcity of such corporations in the United Kingdom. Fundamentally, the campaign appreciates a significant number of needs theories i.e. Maslow’s Hierarchy of needs that focus on the feeling of belonging and the Trio of Needs dealing with acceptance, all of which Metro Bank advocates for (Bray 2007). iii. View of the Consumer the Ad Assumes Based on the campaign, the bank perceives the audience as people who have always wanted to get first hand services 24hrs a day, 7 days a week but they cannot because there are very few banks that do this. Resultantly, it is appreciating the need of its consumers by being among the few and developed banks that have the power (Wilson 2010). This perception is empowered by other initiatives that are also in the campaign such as the Kids Rock and Dogs Rule where every member of the family can engage in different activities and get unique services offered by Metro Bank. iv. Arousals of the Ad According to McGuire’s classification of motives, a consumer’s causes of purchasing explain their wants and the extent they want the product; mostly, some consumers do not have fixed decisions on what they want, which is why most of the adverts exaggerate their products (Bray 2007). The campaign by Metro Bank neither exaggerates their products nor leaves out the necessary information yet there is a lot of emotional motivation (Wilson 2010). The ads in the Join the Revolution campaign are very clear on the prospects of the bank and put a lot of persistence on the essential aspects to the consumers such as the fanatical execution. Moreover, the different consumer offers show how Metro Bank is committed to its consumers; generally, the relationship between the organization and the consumers is strong, tempting more people to be a part of it. v. Promotion Focus The advert promotes Metro Bank as a brand, the services it offers, the Join the Revolution campaign and importance of meeting consumer needs as part of development. Figure 3: (Hill 2013) Additionally, the adverts also express the bank’s support for local causes and the general community through inviting its consumers for different events that involve every one interacting and getting to know about the supplementary services offered by the bank. vi. Intrinsic/Extrinsic Benefits The adverts from the campaign put forward the intrinsic benefit of satisfaction through the promotion of convenience at all times; appreciably, additional activities that advocate for the same include the instant account opening, instant bankcard and check, and the free card transactions (Patel 2001). The extrinsic benefit inferred by the campaign’s ads take the form of an incorporeal recompense, the affirmative extrinsic incentive of community appreciation and relationship. C. Personality Analysis i. Consumer Personalities the Ad Appeals to Social Character- the advert considers people from all occupations as indicated by the name ‘street bank’ meaning that everyone is welcome. Moreover, the advertisement has recreational events that anyone can attend and banking services for children making it fit very well in the community. Consumer Innovativeness- Join the Revolution is a novel idea that promotes convenience in all the banking services offered by Metro Bank; moreover, it encourages fun while banking by eliminating all the irrational laws in favor of their customers (Penn 2014). Optimum Stimulation Level- Despite the fact that the idea is innovative, Join the Revolution campaign will only be effectual for some time and once the consumers start hearing or seeing adverts with better and improved services Metro Bank will require an advanced strategy. ii. Brand Personality Traits The advertisements displays honesty and genuineness, in addition to the jovial quality expressed by the bank’s catchphrase ‘Our Job is to Create Fans’; articulately, these are all aspects based on core theories of personality traits (Aker 1997). Additionally, the expressions and bank’s mascot are exciting and they show that Metro Bank is conversant with the dissimilar trends; definitely, the core factor exuded from all the above factors is competence, making it easy for the consumers to trust the campaign and Metro Bank at large. Figure 4: (Hill 2013) iii. Self-Images of the Consumer This advert construes a number of self-images: Actual Self Image- how customers perceive themselves Ideal Self Image- Future prospects of personal perception for the consumers Social Self Image- How customers feel the society sees them Ideal Social Self-image: Based on their actions, how the society will see the bank’s consumers The different self-images occur depending on the perception of the commercial by a consumer or any other observer i.e. whether the viewer would like to join the bank creating their own personal perception for the society or join it so that they can achieve their own ideal self-image (Belk 1988). iv. Product Brand Interaction with Extended Self Definitely, there is an actual interaction since the commercial offers a broad platform of product factions. This increases the number of characters that the any viewer can choose for exemplification. Generally, the Join the Revolution campaign has a wide variety of services that they can offer hence creating the feeling of satisfaction for the consumers. Resultantly, this promotes happiness and the consumers can pass this on to other people i.e. family members, friends and colleagues; largely, the satisfaction spreads from the consumers to the society as one of Metro Bank’s corporate objectives. v. Is the Display of the Brand/Product Self-Altering? To join the Revolution campaign from Metro Bank does not extensively alter the image of the viewers but it instills a different perception of things based on developing the banking knowledge (Hill 2013). For instance, the bank provides one dedicated banker for all consumers to serve their banking needs, which is unique and available in very few banks. vi. Personality Framework Relevance The ads comprehensively implies on the significance of making a positive impact in the United Kingdom by starting with the different communities that have Metro Bank’s branches. This is a clear depiction that the bank recognizes social relationships as fundamental; moreover, advertisements should display this to establish a link with the viewers. vii. Predominant Colors in the Ad and Brand Logo The primary colors for the campaign are red, blue and white; however, white does not appear much as the other two (Evans 2010). Red is an intriguing color that associates with energy, determination, strength, power, passion, love and desire, all of which are a good show and relative to Metro Bank’s objectives (Williams 2007). Blue, even though not a common color in commercials, symbolizes the consciousness and intellect of the bank in its campaign (Williams 2007). Moreover, the color is also associated with trust, loyalty, confidence, intelligence and faith because it is the color of the sky and sea. Naturally, white also expresses the bank’s safety measures guaranteed to the consumers. D. Perception Analysis i. Elements (Dynamics) of Perception Upon the seeing the start of the advert, the colors attract instant attention and response especially with the brand name and the title of the campaign (Mae 2014). These colors frequently appear with all the different writings and the gifts for the consumers. Figure 5: (Hill 2013) ii. Aspects of Perception Organization The different groups addressed in the campaign prompts the viewers to cluster impetuses into an amalgamated impress and source of connection; moreover, the availability of statements such as ‘the only high street bank for 100 years’ broadens the recall of the viewers (Jagdish 1972). At the end of the advert, the viewers have the urge to explore the different services offered by the bank, as a form of suspense. Interpretation The campaign bases on including almost everyone, even the kids hence no single viewer can say that he or she does not belong in it. However, the demographic is not generalized hence lacking clarity on the variety of choices and the perceived positive attributes (Jagdish 1972). iii. Perceptual Distortion The adverts do not have an core perceptual distortions; however, the application of slogans such as ‘Our Job is to Create Fans, Not Customers’ and ‘No Stupid Bank Rules’ offers a unique experience that no other campaigns or banks offer. It creates the sense of originality and relief for the viewers and consumers (Mae 2014).Bibliography Aker, J. 1997, Dimensions of Brand Personality, viewed 22 November 2014, http://yddx.ydkgjt.com/tushu/3633/Dimensions.of.Brand.Personality.pdf Belk, R. 1988, ‘Possessions and the Extended Self’: Journal of Consumer Research, Vol.15, no 2, pp.139-168 Bray, J. 2007, ‘Consumer Behavior Theory; Approaches and Theories’. 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Sunderland, R. 2010, ‘Metro Bank Might Be On to Something’: The Guardian, viewed 22 November 2014, http://www.theguardian.com/business/2010/jul/29/banking-metro-bank-viewpoint Williams, J. 2007, ‘Your Brand’s True Colors’: Entrepreneur, viewed 22 November 2014, http://www.entrepreneur.com/article/175428 Wilson, D. 2010, ‘Motivation’: Consumer Behavior, viewed 22 November 2014, http://consumerbehaviour4vtu.blogspot.com/2009/03/motivation.html Read More