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BJL behind ethical business banking campaign for Co-operative Bank


The Co-operative Bank is set to release a new marketing campaign, targeting small to medium sized businesses.

Created by Manchester’s BJL, it will use the voices of real customers, saying why they choose to bank with the Co-op.

“The bottom line is…” messaging will highlight its service and ethics and runs from next week until the end of March.

It comes following a recent report, commissioned by the bank, which revealed that 70% of UK SME’s are “purpose-driven businesses” with a “strong desire to make a difference in the lives of their customers and local communities.” It also found that 86% would be open to switching banks.

“As our research shows, many of the UK’s SMEs are driven by a strong sense of purpose, and commitment to improving the lives of their customers and communities. Our new campaign brings this to life ‘The Bottom line is…..’ we wanted to provide an opportunity for our business banking customers to share their own stories about the importance of doing good, as well as doing well,” explained Alastair Pegg, Marketing Director at The Co-operative Bank.

“We are committed to offering small and medium sized businesses a way of banking which supports them in this, helping them to both achieve their commercial goals and make a positive difference to society. Our customer-led Ethical Policy sets us apart from other banks, and this point of difference is one of the main reasons our customers choose to bank with us.”

The campaign will be used on Sky Go, Sky adsmart and programmatic, targeting it to relevant and engaged audiences. It will be supported through paid and organic content on LinkedIn and Facebook. Out of Home will appear on prime locations across the North West, with a specific focus on Manchester and Liverpool.

Hearts & Science was the media agency.

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