THE CO-OPERATIVE BANK
'MAKING THINGS HAPPEN' - FIXED RATE STARTER KITS
Rationale
We were challenged to create and overarching campaign that would raise awareness and consideration among new and existing customers that The Co-operative bank has a new, attractive market leading lending propositions. The aim is to educate the customer about these propositions and the benefits of long term fixed rate products. Charlie and I wanted to demonstrate that The Co-operative Banks products and services are going to ‘Make things happen’ for the audience, with these products you can construct the life stage you’ve always wanted, be it a new home or going on holiday. After discussing the concept further we were deciding how we could communicate this. Through research we discovered Air-fix model kits and decided to adapt this Idea into the campaign, creating ‘The co-operative banks fixed rate starter kits’. The concept fits in and could be easily spread across different types of advertisement media, for example Print TV, Direct Mail, Website/App and Guerrilla advertising. We feel the campaign has life and could be easily be run for a long time introducing new ideas for kits and with the use of the advertising media above we believe the campaign can succeed. The slides that follow will demonstrate the concept for the campaign in a more visual way and will show how the campaign will feature and work.
Job
The Co-operative Bank
Date
13/01/15
Name
Introduction page.
Team
Charlie & Anthony
Page 1
AIR-FIX MODEL KIT INSPIRATION
- Air-fix Model mood-board. This is what our idea is based on.
Job
The Co-operative Bank
Date
13/01/15
Name
Air-fix Inspiration
Team
Charlie & Anthony
Page 2
FIXED RATE LOAN KIT - PRINT ADVERTISEMENT
The kits are an idea taken from an old type of toy that comes in a frame that you can click parts out of to build something, similar to something you might find in a kinder egg. We have created them to have components that you might buy or need if you are taking out a loan, getting a credit card or taking out a mortgage. We have created 3 different kits that we feel would represent somebody that was going to use one of these services at the bank, they can be created and changed for any situation. The artwork is intended to be used for print ads but will be a reoccurring theme throughout, used in TV adverts and transferred to an interactive idea on the co operative website and possibly even on an app.
Job
The Co-operative Bank
Date
13/01/15
Name
Fixed Rate Starter Kit 1.
Team
Charlie & Anthony
Page 3
FIXED RATE MORTGAGE KIT - PRINT ADVERTISEMENT
Job
The Co-operative Bank
Date
13/01/15
Name
FIxed Rate Starter Kit 2.
Team
Charlie & Anthony
Page 4
3 YEAR FIXED RATE CAR KIT - PRINT ADVERTISEMENT
The idea to use the kits interactively would be done on the website or using an app. The kits would be used as click-able buttons or links where the customer would select the items that they think they are most in need of and it would then direct them to the appropriate information that would be most suitable for them. For example if somebody was looking to go on a family holiday they would click the section of the holiday package linking them to all the information about applying for a loan.
Job
The Co-operative Bank
Date
13/01/15
Name
Fixed Rate Starter kit 3.
Team
Charlie & Anthony
Page 5
CRAVENDALE INSPIRATION TV ADVERT
- Our TV Advert would be in the style of this Cravendale advertisement.
Job
The Co-operative Bank
Date
13/01/15
Name
Cravendale TV advertisement inspiration
Team
Charlie & Anthony
Page 6
TV ADVERTISEMENT STORY BOARD
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The idea for this advert is to create a stop motion animation of the ‘starter kits’ assembling to create something that would be bought using a credit card, loan or mortgage e.g house, car and business. The kit will be shown with components that would be used to create the final thing. For example the house starter kit for a mortgage would contain things like a bed, TV, kitchen appliances, pets etc. The kits will then come apart and begin to form something. This idea has come from our slogan ‘making things happen’. It shows the bank is there to help you to build thing and make them better and building trust with their customers.
Slide 1- The co op logo and the start kit fully assembled.
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Slide 2 - The starter kit will begin to be taken apart from the frame. Slide 3 - A house will begin to form as components from the starter kit and put together. Slide 4 - Eventually a house will have been put together using all of the components.
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The cycle will repeat another 2 times using different kits to create different things. The advert could be done as short adverts or combined together to create one longer one.
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Final slide - The co op logo will appear again with the slogan ‘making things happen’
Job
The Co-operative Bank
Date
13/01/15
Name
Storyboard - TV Advertisement
Team
Charlie & Anthony
Page 7
POP UP SHOP
Job
The Co-operative Bank
Date
13/01/15
Name
Pop up Shop
Team
Charlie & Anthony
Page 8