Internet and telephone bank Intelligence Finance is launching a £2m TV ad campaign this month featuring real customers talking about its products and services.
The ads will appear on the all major commercial channels and some satellite stations throughout September.
The TV campaign will be supported by trade and national press advertising, internet-based promotion and branded London taxi cabs.
Intelligent Finance claims this is the first campaign by a telenet financial services organisation to feature actual customers.
It says since launching last year it has placed customers at the heart of its proposition and these ads are intended to reinforce that core value.
The ads involve a selection of customers giving testimonials to the camera and explaining in their own words how Intelligent Finance products helped make them better off.
IF says it hopes these experiences will demonstrate the strength of the relationship between the bank and its customers and emphasise the flexibility of its product range.
A new piece of dance music, commissioned by Intelligent Finance from London-based composers Torchlight, accompanies the ad.
Intelligent Finance marketing director Angela McIntosh says: “Our customers are convinced that we have one of the best integrated banking offers available in the UK and judging by the incredible growth that the business is experiencing, these adverts can only help to accelerate that demand.
“When you have customers willing to sing your praises to others on national TV, there can be no better testimonial than that.”