The Co-op­er­a­tive Bank

‘ The Co-op­er­a­tive Bank’

New Zealand Marketing - - Campaign Review -

Bank rep­u­ta­tions have taken a drub­bing in the court of pub­lic opin­ion over the past few years, so The Co­op­er­a­tive Bank and Y& R teamed up to show a world in which a record bank profit is cause for cel­e­bra­tion among every­day Ki­wis.

Cam­paign de­scrip­tion:

“Banks mak­ing mega-prof­its don’t usu­ally top our list of feel-good mo­ments. But when Y&R NZ re-launched The Co-op­er­a­tive Bank brand, it turned this in­sight into a mem­o­rable and highly dis­tinc­tive cam­paign, one that high­lights this bank’s most pop­u­lar point of dif­fer­ence.”

Greg Hedgepeth, na­tional sales and mar­ket­ing man­ager BMW Group New Zealand:

“Based on a sharp in­sight and brought to life in a man­ner that would res­onate well with Ki­wis.”

Craig Pethy­bridge, ex­ec­u­tive creative direc­tor True:

“I like the busi­ness, the model, the idea be­hind the ad and the sen­ti­ment. But I feel for a brand that should be so much about au­then­tic­ity, the ex­e­cu­tion of the idea was a lit­tle forced and awk­ward … Nice pic­tures how­ever, and great pro­duc­tion val­ues.”

Kate Humphries, creative direc­tor Me­dia De­sign School:

“A sim­ple but nifty twist on ‘the bank has made yet an­other big profit’ head­line that nor­mally make us seethe. To see it cel­e­brated here in­stead with body slams, raised glasses and gun­shots… is a clever way of high­light­ing the bank’s point of dif­fer­ence. Crack open the good stuff in­deed, Den­nis.”

Ex­ec­u­tive creative di­rect or Josh Moore Ideas di­rect or Ja­son Wells Creative di­rect or/ writer Scott Henderson Acc ount di­rect ors Elaine Bick­ell, Claire Dooney Client con­tacts

Sad­hana Ra­man, Anna Aitc hi­son Me­dia strate­gist Grant Maxwell Art di­rect or Lisa Dupre Agenc y pro­ducer Christina Haz­ard Prod­uct ion com­pany

Rob­ber’s Dog Pro­ducer Caz Hearne Di­rect or Luke Shana­han Post-prod­uct ion Block­head

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.