15 August 2016
The Co-operative Bank is returning to TV with its ‘It’s Good to be Different’ campaign which has been refocused to promote the Bank’s £150 current account switching incentive.
The ad featuring gardener; Richard, will be back on TV from Monday 15th August and run for around four weeks. Key spot times for the ad include:
Alastair Pegg, Marketing Director at The Co-operative Bank said: “We wanted to highlight that the Co-op Bank’s approach to values and ethics makes us stand out from other UK banks – and featuring Richard, who is a Co-op Bank customer, proved an effective way to do so. Our ad and the wider brand campaign – featuring people who make a positive contribution to their communities – got a fantastic reception first time round. We’ve brought it back to TV to showcase our current account switching offer to prospective customers in the lead up to a key time of year in the market.”
The TV ad was created by Leo Burnett and highlights the story of Richard, a father and husband living in Elephant and Castle, in London who has a passion for gardening, which he channels to make a difference for his family and community – by transforming dull and neglected parts of the neighbourhood.
Capitalising on the success of the social element to the ‘It’s Good to be Different’ campaign, The Co-operative Bank has worked with charity partner Hospice UK and Manchester-based myclever™ Agency to create new social content to complement the best performing social assets that will be utilised across the bank’s social channels organically and with paid for support.
Alastair Pegg continued: “The biggest success of the initial campaign was the positive reaction we had to our social content. This time around, we’re utilising the standout assets from the first wave of the campaign, including the now socially famous Joshua Coombes, the hairdresser who works with the homeless; alongside some new content created with Hospice UK, one of the charity partners linked to our current account.”
Joanna Halton, Head of Client Strategy at myclever said: “Our support of The Co-op Bank’s ‘It’s Good to be Different’ campaign helped build the firm foundations for what’s proving to be a rock solid social profile for the Bank. Now, their support of Hospice UK perfectly encapsulates and evolves the campaign on its return.
“The Co-op Bank believes in real people who make a difference in lives and communities. This upcoming wave of activity will help us connect the bank with more in-market customers, boost positive sentiment for the Bank, and introduce more people to the unique facets of The Co-op Bank’s ethically-focused proposition.”
Hospice UK is the national charity for hospice care. They support over 200 hospices, helping them to care for thousands of patients, and their families, living with terminal illness. The new social film was shot at Willow Wood Hospice in Ashton-under-Lyne and shows Co-op Bank colleague volunteers working alongside hospice staff and their network of volunteers to spruce up their much loved garden.
The Hospice has over 500 volunteers, from admin, chefs and gardeners who provide a huge amount of support to help to keep the Hospice running. They offer a range of services including hydrotherapy pool, reiki, massage, hair salon, activities and events. They set themselves apart from other hospices with the range of services that they offer, and their volunteers were recently acknowledged with the Queen’s Award for Voluntary Service.
Tracey Bleakley, Chief Executive at national hospice care charity Hospice UK, said:
“Volunteers make a vital difference to hospices and hospice care in their communities, with many helping to maintain their amazing gardens. Hospice gardens provide space for everything from quiet contemplation to horticultural therapy – many hospices even have beds that can be moved into the garden. The outdoors really is as much a part of the hospice as the indoors.”
In the last year the Co-operative Bank has been developing products and services in line with its ethical policy, including ‘Everyday Rewards’; a scheme available to new and existing current account customers.** Opting in to Everyday Rewards and meeting the criteria* could see customers earn up to £5.50 every month. The social element of this campaign also promotes Everyday Rewards, alongside the £150 current account switching incentive, which shows how the Bank is doing things differently in a positive way, as well as identifying real people who share this ethos and telling their stories.
Qualifying customers can also choose to have their £5.50 monthly reward donated to one of the bank’s charity partners; which includes Hospice UK alongside Amnesty International, Refuge, Oxfam and Woodland Trust. Since The Co-operative Bank’s partnership with Hospice UK started, more than £80,000 has been donated by the Bank and its customers.
As the only UK bank with a customer led Ethical Policy, written into the bank’s articles of association, the Co-op Bank has values and ethics at the heart of its business. Recent campaigns by the Bank include raising awareness of financial abuse in intimate relationships, in partnership with charity Refuge, and the Bank also donated money to Oxfam to support ‘Female Food Heroes’, an innovative agricultural project in Tanzania.
Notes to editors:
*For full terms and conditions of the £150 switching incentive please visit:
** For more information on Everyday Rewards visit:
Project name: ‘It’s good to be different’
Client: Alastair Pegg, Marketing Director, The Co-operative Bank
Creative agency: Leo Burnett
Post-production: Time Based Arts
Audio post-production: Grand Central
Exposure: TV and online
About The Co-operative Bank: The Co-operative Bank plc provides a full range of banking products and services to around 4.4 million retail and SME (Small and Medium Sized Enterprises) customers. The Bank is committed to values and ethics in line with the principles of the co-operative movement.
The Co-operative Bank is the only high street bank with a customer-led ethical policy which gives customers a say in how their money is used. Launched in 1992, the Policy has been updated on five occasions, with new commitments added in January 2015 to cover how the Bank operates its business, products and services, workplace and culture, relationships with suppliers and other stakeholders and campaigning.