Coventry Building Society’s purchase of The Co-operative Bank is revealed in a truly collaborative campaign

A new campaign entitled ‘All Together Even Better’, has launched to announce that The Co-operative Bank is now officially part of the Coventry Building Society family, following the completion of a £780m acquisition process.

The campaign has been handled by creative agency, Meanwhile, along with the internal teams, and media agency, Notorious Communications, and is designed to show that the combined business makes for a stronger financial organisation in the future, and to reassure consumers that both services will remain unchanged for now. The work also highlights how the shared mutual and co-operative origins of both will remain central to the purpose and values-driven organisation.

The campaign will run across key out-of-home sites in major cities, including Bank tube Station, as well as in social media, national press, and local news titles in both institutions’ respective hometowns of Coventry and Manchester.

Talking of the media strategy, Nik Wheatley, co-founder of Notorious explained: “This campaign marks a really significant moment for both brands and is crafted to do justice to this for the members, customers and colleagues who will make it all possible. Across the coming weeks an integrated campaign will mix scale, sensitivity, physical stature and digital intelligence to get to the heart of the communities where the institutions have established their heartlands, as well as to the hearts of financial decision makers across key locations.”

Commenting on the planned activity, Mark Garrod, senior brand manager at Coventry Building Society said: “The coming together of Coventry Building Society and The Co-operative Bank is a key milestone in both brands’ history. During this time there is an opportunity to drive awareness, whilst building pride amongst group colleagues. Meanwhile and Notorious have developed the perfect positioning, combined with a creative use of media that celebrates both brands in a human, warm, complimentary way. The campaign has landed really well and got us off to a fantastic start.”

James Cross, CCO and founder at Meanwhile, added: “This is an important opportunity to shape the perception of this moment to Society members and Bank customers alike, so we’re very proud to be part of it. CBS are a brand that want to make financial services easier for people and the world, and this transaction will only strengthen that resolve.”