Co-operative Bank shoots from the hip in new trust drive
The Co-operative Bank is aiming to restore trust in its brand and to remind customers what it stands for with a major new advertising campaign.
The ‘All the right reasons’ campaign precedes the bank’s introduction of an expanded Ethical Policy due later this year.
The TV ad, to be first aired tonight, features a man so moved by the bank’s commitment to upholding its Ethical Policy that he is driven to have the words ‘Ethics & Values’ tattooed on his back, while telling the audience: “I belong to an organisation that does things a little differently”.
Niall Booker, chief executive of the Co-operative Bank said: “The advertising campaign we are launching today is the start of reinvesting in the brand and what makes us different.
“These values and ethics are about how we run our business and go back to our heritage of hard-hitting campaigns on issues where a bank can make a difference in the world. It also shows our commitment to the values and ethics that remain key to why customers choose to bank with us.”
The campaign re-launches the Bank following its poll in June where over 74,000 customers, colleagues and wider stakeholders shared their views on what should be included in the Bank’s Ethical Policy in the future. Customers stated overwhelmingly that the Bank must retain its existing pledges which ensure that customers’ money does not finance companies and organisations whose activities conflict with the Bank’s Ethical Policy.
You can view the new advertising campaign, here.