Leading UK finance provider launches £1 million advertising campaign as part of rebrand from Hitachi Capital UK

Monday 14th February 2022

  • Hitachi Capital (UK) PLC officially rebrands as Novuna launching with a new TV advert
  • £1 million media campaign includes a social and digital ad campaign, radio and podcast advertising and full redesign of all websites and social channels

14 February 2022: The rebrand to Novuna, which means ‘new together’ marks the start of an exciting new era as the £6bn turnover business accelerates its growth plans under a new parent company.

To launch the rebrand, Novuna will spend £1 million on a media campaign which includes TV, radio and podcast advertising, an extensive digital ad campaign along with a major refresh of its websites and social channels.

The TV advert features an uplifting rendition of the song Tomorrow from the musical Annie, which Shan Ako, X-Factor finalist, singer songwriter and star of West End musicals including Les Misérables and Whitney, re-recorded especially for this campaign. The creative concept demonstrates the promise of tomorrow, encouraging people to think about those key events or decisions that will “make their tomorrow”, positioning Novuna as the trusted finance partner to help them get there sooner.

The brand campaign will feature each of Novuna’s divisions, which include Novuna Vehicle Solutions, Novuna Consumer Finance, Novuna Business Finance and Novuna Business Cash Flow and t is set to run for six months.  During that time its projected to generate over 139 million impressions, with the TV advert set to reach an audience of 33 million across Channel 4, ITV and Sky.

The integrated campaign will also feature radio ads for some of the largest s networks, podcast sponsorships for the likes of The Guardian and The New Statesman, and targeted social media and digital ads.

Theresa Lindsay, Group Marketing Director at Novuna, who led the rebrand, said:

“The creative concept aligns perfectly with where we are as a society, emerging from the pandemic. People are more eager than ever to get their plans off the ground and move forward, creating new opportunities, whether as an individual or as a business, and it’s this sentiment that we’ve captured in our campaign. 

“Over the last decade we’ve established ourselves as one of the UK’s leading consumer lending, asset finance and vehicle leasing providers, and we’ve achieved that putting sustainable economic growth and customer experience at the heart of our business. 

“Our new brand reflects our core strengths and is very much focussed on how we use our creativity and expertise to support customers through rapid change, creating extraordinary solutions that our customers love. 

The creative for the Novuna brand development and launch campaign was led by Phil Dean, MD at London-based agency Studio Certain, part of the MBA Group, with media planning/buying managed by the recently merged Leeds based agency IMA HOME.

Phil Dean, MD of Studio Certain, said: “It has been a pleasure working with the team at Novuna to bring the brand to life for consumers and businesses in the UK. The integrated campaign makes some bold choices for the financial sector that reflects the future-looking nature of the brand.

“Creating a campaign that worked as effectively for a fleet company manager as a young couple borrowing to improve their first home was a complex task and took a huge amount of planning. It’s rewarding to see the campaign go live and make waves in a crowded market.”

Notes to Editors:

Novuna is a trading style of Mitsubishi HC Capital UK PLC, created from the Latin words Novo – New and Una – Together.

To find out more about Novuna, visit: www.novuna.co.uk and  new social channels across  LinkedIn, Twitter and Facebook.


About Novuna

Novuna is a trading style of Mitsubishi HC Capital UK PLC, the new name for Hitachi Capital (UK) PLC and a leading financial services company, authorised and regulated by the Financial Conduct Authority (FCA). We have over 1,600 employees, £6.3bn of net earning assets and over 1.3 million customers across five business divisions; Novuna Consumer Finance, Novuna Vehicle Solutions, Novuna Business Finance, Novuna Business Cash Flow and our European division specialising in Vendor Finance. For over 40 years, formerly as Hitachi Capital (UK) PLC, we have worked with consumers and small to medium enterprises (SMEs) as well as corporate multinationals in the UK and mainland Europe, enabling millions of consumers and businesses to achieve their ambitions.

From 1 April 2021 we became a wholly owned subsidiary of Mitsubishi HC Capital Inc., strengthening our relationship with one of the world's largest and most diversified financial groups with over £60bn of assets.