A new campaign titled ‘All Together Even Better’, has launched to announce that The Co-operative Bank is now officially part of the Coventry Building Society family.
It follows the completion of a £780m acquisition process of the Co-Op Bank by Coventry Building society, which was finished on January 1.
The campaign is designed to show that the combined business makes for a stronger financial organisation, and to reassure consumers that both services will remain unchanged for now.
Mark Garrod, senior brand manager at Coventry Building Society, said: “The coming together of Coventry Building Society and The Co-operative Bank is a key milestone in both brands’ history,
“During this time there is an opportunity to drive awareness, whilst building pride amongst group colleagues.”
The work highlights how the shared mutual and co-operative origins of both will remain central to the purpose and values of the organisation.
The campaign is running across key out-of-home sites in major cities, including Bank Tube Station, as well as across social media, national press, and local news titles in both institutions’ respective hometowns of Coventry and Manchester.
The campaign has been handled by Manchester creative agency, Meanwhile, along with internal teams, and media agency, Notorious Communications.
Nik Wheatley, co-founder of Notorious explained: “This campaign marks a really significant moment for both brands and is crafted to do justice to this for the members, customers and colleagues who will make it all possible,
“Across the coming weeks an integrated campaign will mix scale, sensitivity, physical stature and digital intelligence to get to the heart of the communities where the institutions have established their heartlands, as well as to the hearts of financial decision makers across key locations.”
Garrod added: “Meanwhile and Notorious have developed the perfect positioning, combined with a creative use of media that celebrates both brands in a human, warm, complimentary way. The campaign has landed really well and got us off to a fantastic start.”