New Co-operative Bank Campaign Shows Why 'It's Good To Be Different'
29 February 2016
- New TV advert and social media campaign to support the launch of a more modern and distinct brand identity
- Campaign highlights real people who like to do things differently
- Advert promotes the Bank’s Everyday Reward current account scheme
The Co-operative Bank will air its new TV ad on ITV1 at 7:45pm on Wednesday 2nd March marking the launch of its new campaign ‘It’s good to be different’, created by Leo Burnett London.
The bank is refreshing its brand with a new look and feel that is; modern, distinctive and bold. These principles of difference are brought together to celebrate real people who are different and who do things differently in a positive way, as well as promoting the bank’s new Everyday Rewards current account incentive.
In the last year the bank has been developing products and services in line with its expanded ethical policy, the latest of which is ‘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. This campaign promotes Everyday Rewards, 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.
The new TV ad introduces Richard, a father and husband living in Elephant and Castle who has a passion for gardening, which he channels to make a difference for his family and community - by transforming dull and lifeless parts of the area.
The 30 sec ad starts with Richard looking out of his window as he talks about how he sees the ‘grim landscape as a blank canvas’. The story then moves on to show how Richard transforms an ‘adopted’ piece of land and the difference he makes with his time, effort and enthusiasm – along with the impact upon the community through the reaction of others involved and passing by.
Alastair Pegg, Marketing Director at Co-operative Bank commented: “We know our customers see us as a different sort of bank; from listening to both them and those who might be interested in joining us it’s clear we have an opportunity to highlight the values and ethics which distinguish us to a wider audience on an everyday basis.
“This new approach allows us to stand out with a vibrant and distinct slant. We know that our customers expect a high standard from us and we are rising to that challenge.
“The campaign celebrates real people who are different and who do things differently in a positive way. Richard is a customer of ours and really embodies that it’s good to be different.”
Beri Cheetham, Executive Creative Director on the campaign at Leo Burnett continued: "This was an opportunity to create something different and to be the antithesis to what a bank would normally do. First we searched for people who do things differently to benefit those in their local communities. Then, completely unscripted, we let the cameras roll so they could tell their stories. The result is something that is authentic and sincere."
John Dower, Director at Pulse said: "As a commercials director with a documentary background I'm very aware of all the great 'real' people out there but it's rare for a brand to feature them in their spots. The beauty of this campaign is that we were looking for characters who reflect a bank who really do do things differently. The challenge was to find individuals who aren't different just for the sake of it, self-styled eccentrics, but those who genuinely want to make a difference. A person such as Richard, our guerrilla gardener, is just that."
Richard Reynolds, Guerrilla Gardener who featured in the campaign commented: “It's been great to have the support of the Co-op Bank to spread the word about guerrilla gardening, to make people feel good about getting things done a bit unconventionally. I've had many approaches over the years by brands looking to associate with guerrilla gardening, but few have appreciated our positive ethos in the way the team working with Co-op Bank did from the outset. I shouldn't have been surprised, I've been a customer for many years. The documentary-like approach to the ad really captures what we do with great authenticity.”
Project name: ‘It’s good to be different’
Client: Alastair Pegg, Marketing Director, The Co-operative Bank
Creative agency: Leo Burnett
Copywriter: Blake Waters
Art director: Steve Robertson
Executive Creative Director: Beri Cheetham
Group Executive Creative Director: Justin Tindall
TV Producer (creative agency): Rebecca O’Sullivan / Abbie Mclean
Planner (creative agency): Max Keane
Media agency: Rocket
Planner (media agency): Sophie O'Brien
Production company: Pulse
Director: John Dower
Editor: Leo King @ Stitch
Post-production: Time Based Arts
Audio post-production: Grand Central
Exposure: TV and online
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For further information contact The Co-operative Bank Press Office.
Notes to editors
The Co-operative Bank was recently identified as the most improved brand of 2015 in the YouGov Brand Index survey:http://www.brandindex.com/ranking/uk/2015-annual/top-buzz-improvers
Still images of the ad, The Co-operative Bank new logo and other marketing imagery are available on request. Please contact The Co-operative Bank Press Office for information.
*More information on Everyday Rewards:
About The Co-operative Bank
The Co-operative Bank plc provides a full range of banking products and services to around five 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.