Bank of Scotland has today launched a new integrated advertising campaign to bring to life its brand promise, "With You All The Way".
A 40 second TV advert, created by RKCR/Y&R and directed by Scott Lyons, zooms through various scenes of daily Scottish life in which customers would be reassured to know Bank of Scotland is there for them.
Created by RKCR/Y&R and Rufus Leonard, the print campaign features photographs of moments captured from everyday Scottish life. These were taken in one week across 52 locations in Scotland by photographer Matt Stuart. One ad features a house late at night, with a single light on visible through the window. The headline reads: "when your day is long – we're available 24/7 at our UK call centres." Media planning and buying was handled by Mediaedge: cia.
As part of the campaign, Bank of Scotland is also offering people the opportunity to nominate someone who has made a real difference in their community to carry the Olympic Flame through Scotland. It’s just one of the ways Bank of Scotland is bringing London 2012 closer to its customers.
Philip Grant, Chairman of Lloyds Banking Group's Scottish Executive Committee said, "Bank of Scotland is part of the fabric of Scottish society and it is important that we continue to demonstrate our understanding of our customers, as well as our continued commitment to Scotland."
Matt Steward, Business Director at RKCR/Y&R commented, "This campaign has come from a great combination of understanding our customers, garnering real insights into the role they want the bank to play in their lives and then producing truly integrated work from one core client/agency team."
Neil Svensen, Chief Executive of Rufus Leonard, added, “We have developed this campaign by consulting with Bank of Scotland customers and the result is something that feels instinctively natural, authentic and genuine and really breaks the mould.”