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Y&R New Zealand highlight Co-operative bank's USP

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By Steven Raeburn, N/A

July 10, 2013 | 3 min read

Y&R NZ has launched a TV campaign on behalf of clients the Co-operative Bank, highlighting their USP that it claims to be the only NZ bank that shares its profits with its customers.

A milestone year for the Co-operative Bank

"All we've heard the past few years is how much profit banks make and how little of it is shared with New Zealanders. We're proud to be telling the story of a bank that's the antidote to all that," said James Hurman, managing director Y&R NZ

Scott Henderson, creative director Y&R NZ said: "This campaign all started with a great NZ business with a unique story to tell.”

He added: “Our challenge was to give this story the impact and genuine difference that it deserves. We think the end result - through every channel - strikes a really fresh tone for the category. And gives Kiwis a real reason to think about the kind of bank they want to be a part of".

Josh Moore, executive creative director Y&R NZ said: "The Y&R NZ Group; Y&R Creative, Y&R Design, Y&R Digital, Y&R Media and IdeaWorks have all worked together seamlessly and in tandem with The Co-operative Bank team to produce a new visual identity, new logo, advertising campaign, website and brand language that all adds up to a brilliant new brand experience. It's been an absolute pleasure."

The Co-operative Bank's general manager for marketing Sadhana Raman said: "We knew this was going to be a milestone year for The Co-operative Bank. So we needed a brand campaign that would work hard for us on many levels - raise brand awareness, convey what a co-operative model means in terms of banking and create talkability. We think that's exactly what we've got with this campaign."

Bruce McLachlan the chief executive of the bank said: "We have some very ambitious business targets including doubling our customer base and winning a bigger share of the Auckland market from a base of very low brand awareness. We're really looking for this campaign to kick start a period of major growth for us. So we're delighted with the rather epic nature of the TV ads and the fresh approach of the rest of the campaign. This is just what we need."

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