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: Cooperative Bank - The Cooperative Bank: Profit with principles; Number: 1994/236; Brand: Cooperative Bank; Client: Cooperative Bank; Product Category: Financial Services (Banks/Building Societies/Friendly Societies, banking services, accounts); Agency: Butterfield Day Devito Hockney; Author: Sarah Ryder; Prize Winners: Bronze; Marketing award for innovation (Adworks ref: Advertising Works 8)