The Co-Operative Bank: The Bottom Line is.

Putting ethics at the heart of business banking.

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Oct 15, 2019
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With its values firmly rooted in the co-operative movement, The Co-operative Bank has long been known for its ethical principles among consumers – but it hasn’t shouted about its Business Banking services until now.

We’ve developed the brand’s first ever advertising campaign in Business Banking as it looks to attract more business owners looking for an ethical alternative. The campaign features real business customers of The Co-operative Bank, who discuss what is important to their companies – and to their communities – using the line ‘The bottom line is…’.

These soundbites show how business owners are making a positive difference to the environment and to the communities in which they operate, with statements that include “The bottom line is… Manchester businesses are proud to support their local communities” and “The bottom line is… my business bank combines values and ethics with award-winning service”.

The campaign comes at a time of heightened competition in business banking, with The Co-operative Bank well-placed to grow its share of the market as more and more SME owners look to align themselves with an ethical provider. The campaign is running across a number of channels including video on demand (VoD), outdoor media, bank branches and email.

Ultimately the campaign aims to bring the emotional connection back to business banking by homing in on The Co-operative Bank’s status as the only UK bank with a customer-led ethical policy.

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BJL

BJL is a creative agency for the future. We innovate the way brands are built by combining our creative firepower with Dentus Aegis Network’s networked capability model and media heritage to create ideas that live in the customer’s world and drive fame & fortune for our clients. Our culturally-powerful creative ideas live across the marketing mix and beyond, fueled by world-class insight and effectiveness thinking.

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