Bank of Scotland launches new ad campaign

01 February 2010

Bank of Scotland is launching a new media campaign and visual identity to refresh Scotland’s oldest bank and re-assert its traditional values.

The campaign, created by RKCR/Y&R with media strategy by Mediaedge: cia, aims to demonstrate the return of the traditional values of relationship banking, customer empathy and expertise through use of the brand promise “With you all the way”.

The traditional Bank of Scotland logo has been refreshed by brand and digital agency Rufus Leonard.

A 40 second animated TV campaign, which will break in Scotland on 30 January, focuses on a young couple as they meet, get married, buy a home and start a family. Narrated by Scottish actor Dougray Scott, the viewer is assured that Bank of Scotland understands that “you never know where the next road will take you”, but that they will “be with you all the way.”

The campaign will also run across outdoor, press, radio, online and within all Bank of Scotland branches across Scotland.

Bank of Scotland offer a range of products and services aimed at rewarding loyal customers and this campaign aims to reinforce that it will support them at every stage of their lives.

Rufus Leonard has also been taken on board to give all Bank of Scotland branches a fresh look to reflect the new campaign strategy - this programme will be rolled out over the coming months.

The brand promise “With you all the way” will span the retail, commercial and corporate parts of the business, creating a single unified identity for the Bank of Scotland brand.

Archie Kane, group executive director for Scotland said “We are focusing on what the Bank of Scotland has always done best – building strong, trusting relationships with our customers by reasserting our traditional values.

“This is not about re-inventing the Bank of Scotland brand but allowing our customers to re-discover it. We have conducted extensive customer research and know that the Bank of Scotland brand has a strong place in the hearts of Scots.”

Richard Exon, Group CEO, RKCR/Y&R said: “This campaign will clearly and coherently communicate the Bank’s role in today’s modern and dynamic Scotland”

Neil Svensen, CEO Rufus Leonard said: “This project has been a great opportunity to reinvigorate the Bank of Scotland brand and make it relevant once again”.

Terry McParlane, planning business director at Mediaedge:cia: “This is the first new campaign we have implemented for Bank of Scotland since beginning our relationship, we are proud to be cutting our teeth on a campaign which has such importance for Scotland’s oldest bank.”