Co-operative Bank: Profit with Principles - IPA Effectiveness Awards Case Study 1994

Brief Description: Objective: to differentiate the 'brand', build customer loyalty and expand customer base. Target audience: ABC1s. Targeted customer niche in tune with Bank's core values. Ethical positioning was already owned by the Bank but needed to be expressed better. Media: national press (main medium), TV (three-region test). Results: ad campaign reversed the Bank's decline in market share and returned it to profitability, recruited a better quality of customer, improved staff morale. Research showed how the advertising had affected existing and new customers, and how the advertising worked. All on a comparatively small budget. ;---(TAGS)--- Full Title: The Co-operative Bank : profit with principles ; Number: 1994/236 ; Brand Name: Co-Operative Bank ; Client: Co-Operative Bank ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Butterfield Day Devito Hockney ; Author: Sarah Ryder ;