Northern Bank: Re:generations - IPA Effectiveness Awards Case Study 2007

Brief Description: Northern Bank needed to gain back its market share, its No. 1 position and its credibility. Underpinned by a strategy of awareness, consideration and action, the communications campaign has delivered against the objectives of repositioning the brand, introducing a new product/service offering, and ultimately attracting and winning new customers. The positioning line 'More then ever. Northern Bank', was communicated using a mixed-channel strategy, leading with sustained television presence and closely supported with strong outdoor. As a result of the campaign, Northern Bank have seen significant direct business results specifically across new package uptake, personal customer numbers and registrations for internet banking ;---(TAGS)--- Full Title: RE:GENERATIONS. The revitalising journey of a financial services brand ; Number: 2007/21 ; Brand Name: Northern Bank Limited ; Client: Northern Bank ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Navigator Blue ; Author: Brian Scott ;