Berlin-based online bank N26 announced the launch of its new full-funnel, multi-channel global brand campaign, ‘This is how I bank’. The campaign showcases how N26’s innovative and customer-centric approach to banking gives everyone the confidence and freedom to bank where, when, and exactly how they want to.

Based on the insight that the banking industry is often out of step with customer needs, ‘This is how I bank’ tells the story from the customer’s perspective, showing how N26 offers smart, digital banking tools that give them full control over their finances on their own terms. 

In the campaign’s 30-second hero film, viewers enter a stylish world of seamless and stress-free banking. Every scene is accompanied by a rhyming voice-over in which the film’s diverse cast of characters explain how they manage their money with confidence. In one scene, for example, we see how a customer can instantly lock and unlock their bank card in the N26 mobile app, while another demonstrates the ease of making instant payments to other N26 customers.

N26 VP of Brand Marketing, Activation & Content, Carine van der Heijden, said: “In a market environment where consumers are often still sceptical of neobanks, our aim was to win trust, while showcasing the simplicity of our product, how it helps our customers become more confident in their finances, and how banking with N26 fits seamlessly into any modern lifestyle.”

Global Executive Creative Director at N26, Kai Heuser, said: “As a brand that is challenging the traditional banking model, we always aim to do creative work that makes it clear that we are a bank like no other. Other banks certainly aren’t talking about people banking in their underwear, and this is just one example of the authenticity we want to reflect — where any customer can feel confident banking on their own terms.”

‘This is how I bank’ launches in Germany and Austria this week, followed by Spain in October, and the brand’s other key markets in January 2024. It was conceived and produced by N26’s in-house creative studio, with Amoxi Media as production partner and Stini Roehrs as director and photographer.

The campaign will air across an innovative and diverse media mix, including YouTube, Instagram, Facebook, TikTok, Twitch, digital TV, digital display, and billboards in major German cities. It will also be amplified by the brand’s owned channels, including organic social, in-app, lifecycle, the N26 website, and blog.