After years of communicating its ‘People first’ position, Heritage Bank has unveiled a new campaign via BCM to refresh this customer-focused positioning and drive some creative cut-through.
The campaign, ‘Cats first’, follows its feline anti-hero as it expresses dissatisfaction and contempt at a bank that goes out if its way to put people first.
Designed to punch above its weight in market, the campaign appeals to both cat lovers and haters using the typically arrogant and relatable actions of cats to communicate its messages.
It encompasses a series of TV spots, alongside a variety of feline-filled digital assets, in-store materials and outdoor executions.
BCM managing director Paul Cornwell said: “We have been telling the ‘People first’ story for Heritage for many years now, and it is great to have a client partner excited to push the creative boundary, whilst remaining true to our core message.”
Heritage Bank’s general manager of product and marketing, Jane Calder, said: “We’re passionate about helping people and aim to always deliver a great customer experience, however, communicating that effectively is often difficult.
“We’re thrilled to have such a distinctive and highly memorable brand platform that we can continue to build on into the future.”
Campaign contributors: BCM and PlayTV
Client: Heritage Bank
Client contact: Jane Calder, general manager of product and marketing