This month, Tide – the business finance platform – is launching a new multi-million media campaign across TV, OOH and digital.
Titled ‘Time to Lead, Time for Business’, the campaign will run across major broadcasters and in key cities nationwide over the next few months. Tide aims to consolidate its position as the go-to app for business owners who want less daily admin and more freedom to focus on growth.
Building a brand through TV
Tide has long been an advocate for TV’s enduring power. Since partnering with Guerillascope in 2019, the company has grown from a startup into one of the country’s leading business financial platforms. Despite the many changes in the market, one constant has been its continued presence on TV screens.
There has been a lot of testing and learning over the years – not to mention a global pandemic and economic chaos to navigate – with different ad lengths, messaging and channel selections trialled. Armed with performance data, we’ve been able to hone our approach. This is the benefit of having a long-term commitment to TV.
Adapting to a changing media landscape
Viewing habits are splintering and Tide, together with Guerillascope, has adjusted its strategy accordingly. The latest campaign places a greater focus on video-on-demand, using advanced audience-targeting data to connect with business owners across multiple audiovisual formats.
By harnessing the reach and storytelling potential of TV, Tide has consistently highlighted its core USPs, often showcasing real-life users of the platform.
Real stories, real success
In the new campaign, we meet Shotley Vineyard, owned by Charlotte Davitt-Mills and her husband Craig Mills. As purveyors of homegrown English wine, they have utilised Tide’s products and services to expand their business since becoming members in 2017.
Also featuring is the Cambridge Watch Company, co-owned by Matt Herd and Karim Faisali. Based in the centre of Cambridge, their bespoke watches have become part of the area’s rich appeal. They’ve been Tide members since 2020.
By shining the spotlight on real-life members, Tide demonstrates how SME leaders can manage their finances, use accounting services and integrations, run expenses for their teams, take payments on the go, and earn interest on their savings with the Tide Instant Savings account.
Alongside TV, Tide will broaden the campaign’s visibility by deploying OOH, social and digital assets as part of a carefully coordinated strategy designed to maximise exposure to the key brand message.
The time to focus on what matters most
Commenting on the latest activity, Aiste Krevneviciute, acting VP of member accession marketing at Tide, said: “With over 650,000 small businesses using Tide in the UK, our 'Time to Lead, Time for Business' campaign celebrates the growth of both our platform and community.
“Through TV and digital channels, we explore modern leadership, challenging stereotypes by showcasing diverse businesses like Shotley Vineyard and the Cambridge Watch Company. By offering everything needed to run a business in one app, Tide empowers members to lead with confidence and reclaim time for what matters most – growing their businesses. This campaign continues to celebrate those who, with Tide’s support, turn the impossible into reality.”