The Co-operative Bank launches ‘Only NZ bank sharing profits with customers’ campaign via Y&R

The Co-operative Bank is poised to make real inroads into the New Zealand banking market with the help of a powerful, distinctive campaign from Y&R NZ launching this week.

Public perception about the banking sector in New Zealand echoes sentiments from around the globe further to the latest financial crisis; that being that banks mercilessly extract mega-profits. This new campaign embraces perception difficulties by highlighting The Co-operative Banks fresh approach towards sharing profits and does so using an unmistakable new style.

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In every channel, it positions the bank around a clear difference – as the only NZ bank that shares its profits with its customers.

Says James Hurman, managing director Y&R NZ: “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.”

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

Says Josh Moore, executive creative director Y&R NZ: “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 added: “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.”

Says Bruce McLachlan the chief executive: “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.”