Agency: McCann Erickson Manchester
Client: Britannia Building Society
Britannia Building Society is launching a £5million brand awareness campaign in a bid to grow its membership and show the public that not all financial service providers have their best interests at heart.
Using the strapline – ‘Building a Fairer Society’ - a new national TV ad has been created by McCann Erickson Manchester.
The UK's second largest mutual hopes to show that by not being driven or constrained by shareholders, it is able to put customers first to ensure they get a fair deal.
Britannia Group Chief Executive¸ Neville Richardson, said, "Our research tell us that customers value integrity, transparency and a fair deal from their financial services provider.
“As a mutual Britannia Building Society ensures that members have a say in how their Society is managed.
He added, "The advertising campaign is designed to raise awareness of the Britannia name and put our brand on people's shopping lists.
It's about being a financial provider where the customer knows exactly what they're getting.”
Neville concluded, “We have something unique to offer our customers when it comes to being honest and upfront - and now we are starting to shout about it."