Coventry Building Society has launched a new creative campaign designed to position the organisation as a ‘place for good’ in a profit-driven world in which big financial institutions exist.
The ‘You’ll be Sent to Coventry’ campaign launched last month with a 40-second ad used across TV video on demand, which will be amplified across targeted channels, offering Coventry Building Society the chance to align with respected voices in the financial sector.
With more than 130 years of heritage, Coventry Building Society is one of the biggest building societies in the UK, with a focus on doing more for its members and society through its ethos of ‘All together, better’.
This latest campaign was launched to help challenge and change some of the perceptions of big financial institutions, and position Coventry Building Society as a business which is asking consumers to reconsider their choices when it comes to financial institutions.
The creative for the campaign was brought to life by Manchester-based creative agency, Meanwhile, with the workstream jointly led by the in-house team, Lisa Tomlinson of Think Shape Do and Love Sugar Science, which is also delivering media planning and buying for the campaign.
Meanwhile crafted the animated ad using Coventry Building Society’s existing look and feel, with illustrations created by Eiko Ojala and implemented by animation house Flow and Gas Music.
The film starts off in a harsh profit-driven world where big financial institutions exist.
It then takes viewers to Coventry, turning the old adage “You’ll be sent to Coventry” on its head, with Coventry and by extension, Coventry Building Society, presented as a place for good, an alternative place where your financial choices can be fairer and benefit wider society too.
It will further be supported by a nuanced digital plan to lead people through the purchase journey and help guide them along their research path.
Senior Brand Manager, Coventry Building Society, Mark Garrod said: “We’re a business that is challenging consumers to reconsider their choices when it comes to financial institutions. We exist purely to make people better off through life and it was important that this messaging came through in the ‘You’ll be sent to Coventry’ campaign.
“The creative delivered by Meanwhile delivers on this and more, showing an ‘all together, better’ way, where people are empowered by their choices and at the same time creating a wider society that is fair, confident and resilient.”
Meanwhile co-founder and CEO, Al Marchant, added: “Working with Coventry Building Society has given us an opportunity to partner with a business built on the same principles as our own agency.
“We really believe in the Coventry Building Society model, and we’re excited to be chosen by them.”
Nik Wheatley, co-founder of Love Sugar Science, further said: “To see this campaign come to fruition is incredibly satisfying. The project took us deep into the brand and on an exploration of people’s changing relationship with money in a changing modern world
“The work from Meanwhile has encapsulated this journey brilliantly and memorably, doing proper justice to hard work of everyone involved over the last year.”
