The Co-operative Bank has launched a £5.5 million advertising campaign to restore trust in the establishment and attract customers to the bank ‘For all the right reasons’.
The campaign highlights the bank’s history, including customer-led ethical policy and follows an in-depth brand positioning study.
The creative centres around a TV ad directed by Tony Kaye with music composed by Oscar-winning musician, Anne Dudley. The video uses stong symbols, such as skulls and waste drums, to illustrate the bank’s commitment to ethical policy, stressing that it has turned down £1 billion worth of unethical business.
The TV spot will be accompanied by both national and regional activity across press, radio, outdoor and digital touch points.
Steve Britain, commercial director of the Co-operative Bank said: “This advertising campaign is the start of reinvesting in what makes our brand and our business distinct from competitors with thought-provoking images and creative treatments. It goes back to our heritage of tackling hard-hitting issues that matter to our customers and where a bank can make a difference in the world.”
