Modern Marketing

Co-op Bank brings back ‘It’s Good to be Different’ with bolstered social media

By Jennifer Faull | Deputy Editor

August 11, 2016 | 3 min read

The Co-op bank has brought back the ‘It’s Good to Be Different’ brand campaign it launched earlier this year, but said the “biggest success” was the “positive reaction to social content". As a result it has worked with charity partner Hospice UK to create new social content to complement the push.

The campaign first launched in February to highlight the bank’s ethical credentials as part of a continued effort to overcome the damage done by financial problems and a drugs scandal involving its former chairman Paul Flowers.

It returns with the same TV ad, created by Leo Burnett, which tells the story of ‘guerrilla gardener’ Richard living in Elephant and Castle, in London. While the previous campaign promoted Co-op Bank’s Everyday Rewards offering this latest spot looks to drive awareness of the current account switching incentive.

Co-op

Co-op

“Our ad and the wider brand campaign – featuring people who make a positive contribution to their communities – got a fantastic reception first time round,” said Alastair Pegg, marketing director at The Co-operative Bank.

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“We’ve brought it back to TV to showcase our current account switching offer to prospective customers in the lead up to a key time of year in the market.”

But beyond that, Co-op is going to be investing more in social media as it repurposes content from the first wave of the activity alongside new content that it has created with Hospice UK, one of the charity partners linked to its current account, and social agency My Clever.

The bulk of the social activity will revolve around a short film, shot at Willow Wood Hospice in Ashton-under-Lyne, showing Co-op Bank staff working alongside hospice staff and their network of volunteers to spruce up their garden.

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