Federation refresh for The Co-operative Bank

AUCKLAND, Thursday: The Co-operative Bank has unveiled a new advertising campaign and long-term challenger brand platform #BankBetterNZ produced by Federation.

The fully-integrated launch campaign includes television, online/digital, out-of-home, and social media advertising.

The TV spot sees a NZ banking customer, during a moment of realisation that her bank happily uses her money to make money, but doesn’t share the profits with her.

The OOH is simple, designed to grab New Zealanders’ attention by playfully questioning the status quo of NZ’s banking category.

The Feds were appointed agency of record for the bank in April this year after a competitive pitch.

Bank CMO Catherine Bateman said: “We’re thrilled to be working with Federation on this major new evolution for our brand, which is part of an ambitious plan for our overall growth which benefits both our customers and the co-operative.”

“We’ve simplified codification of the colour palette ad given the prosperity loop logo a stronger presence with the addition of sound and animation.”

Federation managing partner Olly Walker-Boden said: “The platform is ambitious and challenging – for the NZ public and for the bank itself.

“Our creative process has been extremely collaborative and we’ve met a huge number of staff along the way, from all corners there’s such a genuine and unwavering belief in the brand’s mission to lead positive change alongside customers.’

“The intention is for #BankBetterNZ to endure, and the launch creative introduces some long-term visual identity changes to achieve differentiation vs. competitors.

“For example, we’ve simplified codification of the colour palette ad given the prosperity loop logo a stronger presence with the addition of sound and animation.

Federation ceo Sharon Henderson said: “We think the Co-Operative Bank is genuinely a hero among banks in New Zealand today, with its inspiring, purpose-driven vision that taps into the fairness that people are really looking for in their bank.

“Our challenge was to ensure the progressive and people-centric brand proposition of The Co-operative Bank was reflected in a modern, category-disrupting new brand platform, and a campaign with longevity.”

No credits?
The agency did not supply a credits list.