The Bank had successfully re-launched and re-cemented its ethical credentials, giving them a clear and differentiated corporate identity. We now needed to pull this sentiment through into compelling reasons for individuals and small businesses to switch over to them.
People care about their lives, and how they can be made better and easier, not about financial products and services. Demonstrate how we can play an improving role in their lives and they’ll be all ears.
We told a series of ‘real’ life stories to dramatise and humanise the impact banking with Co-op has on customer’s lives, through easy-to-digest literature and engaging social content. With a warm, conversational tone in marked contrast to so much of the standard financial services fayre, our online film delivered over 500,000 views in its first week alone and account switches to Co-op have risen steadily since.
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