“Welcome to transparent banking”
Nordnet is a Nordic internet bank that says they offer services to simplify savings, investments, and loans. The company recently launched an ad aiming to prove how transparent they are, down to the dollar amount they paid their lead actor.
Transparency is an abused buzzword in the public and private sector, and we barely even pay attention to the promise anymore, but Nordnet wanted to stand out and prove themselves.
Take a look at the ad they’ve uploaded to YouTube:
One commenter proclaimed, “I would buy every single service this bank offers.” Bingo.
The anti-marketing marketing tactic can work well, but of course, it does set the expectation that a company be completely transparent from head to toe, which is a tall order for a financial institution.
They simultaneously launched other videos like “The gratest [sic] place to save and invest in the world, and “Trust random people with all of your savings,” so Nordnet could be a totally fake company, but we laughed at the campaign regardless.
So next time you think your company is being transparent, remember this campaign and consider kicking it up a notch!