Y&R NZ 2013
In 2013, The Co-operative Bank had an ageing customer base, and acquisition wasn’t matching churn. Their rivals had more products, bigger brand networks, and massively bigger budgets. And a marketing focus on who ‘owned’ the bank, just wasn’t resonating.
But at their core, lay a strong, simple truth. They were the only bank set up to make their customers better off - not their shareholders.
Y&R NZ 2013
This led to a simple, powerful, new organising idea - “The Bank, That Gives Back” - expressed in a new visual identity that was meaningful, and flexible.
The ‘prosperity loop’ visual device started with the core logo / ID - but also extended through advertising messaging, collateral and in-branch.
Y&R NZ 2013
This led to a simple, powerful, new organising idea - “The Bank, That Gives Back” - expressed in a new visual identity that was meaningful, and flexible.
The ‘prosperity loop’ visual device started with the core logo / ID - but also extended through advertising messaging, collateral and in-branch.
Y&R NZ 2013
And the TV “brand relaunch”, tapped into an equally strong insight.
“Banks making mega-profits” is rarely one of our feel good moments. Because generally, we know that the more they win, the more we usually lose.
Turning this on its head, gave humour and impact - and an ad that stood out with a fraction of the budget of its larger rivals.
Y&R NZ 2013
And when the bank did share its profits with an annual rebate - we partnered with Metservice.com to create a distinctive online event.
Flying pigs appeared all across NZ - leveraging our cynicism towards banks, and highlighting the Co-operative Bank’s difference... with a 40K spend achieving over 150K of media exposure and widespread commentary on social media.
Y&R NZ 2013
Our goal had been to get to 8% awareness – which we achieved, and then some – with exceptional results across the board.
