The Co-Operative Bank

#BankBetterNZ

Services:
TVC
OOH
Digital

Challenge

The Co-operative Bank has a unique ownership structure. Because its customers own the bank, dividends are shared among them. But this, and other selling points, are still largely unknown. In a competitive banking market, the big 4 shout much louder.

Solution

We set out to reposition The Cooperative Bank as a contemporary challenger with a brand strategy that encouraged New Zealanders to ‘Bank Better’. And we launched it with the simple observation that ‘Banking in New Zealand is a bit upside down.’

Success

The distinctive ‘upside down’ campaign has started a conversation with New Zealanders, prompting them to reassess how they bank, and who they bank with.