There’s nothing like a great campaign launch to brighten up those dark January days. And at Delineo, our January was made a lot brighter when we helped launch The Cumberland’s ‘Brighter Banking from Cumbria’ campaign.
More than just a campaign platform, ‘Brighter Banking’ is the communication of a whole new brand proposition. Designed to reposition The Cumberland as a forward-thinking alternative to the high street banks, that’s committed to making a positive difference to life in its Cumbrian heartland.
Defining what makes The Cumberland different
As a local building society with the community firmly at its heart, The Cumberland has always stood apart in banking. Being a mutual, the organisation is owned by its customers, which means that they are front of mind in the business’ strategy and, indeed, are their very reason for being.
However, the strength of a customer-owned organisation like this can often be lost on the everyday consumer. Unless it’s communicated in a way that shows the tangible difference it can make to customers and communities.
That’s why The Cumberland has been actively building on its customer-owned, community legacy for a while now. Doing great work every day, supporting local organisations, and encouraging its people to spend time making a difference in their local area.
With the dawn of a new decade, it was then time to make sure those stories were told. And that’s where ‘Brighter banking from Cumbria’ came in.
‘Brighter Banking’ as a brand proposition connects the people of Cumbria. It removes the hassle and confusion that often accompanies banking, by placing a focus on easily digestible information, local contact centres and a personalised approach. And it helps The Cumberland to ensure that its customers continue to be (officially) the happiest banking customers in the UK.
Launching a brighter kind of campaign
At Delineo, we’ve loved every minute of defining the brand strategy, bringing to life the best ‘Cumberland’ stories, and developing the activation strategy that’s going to get those stories heard by the right people.
The project has taken us to many beautiful corners of Cumbria. From climbing Cat Bells in the dark to get the perfect sunrise shot over Derwent Water, to capturing stunning sunsets over Whitehaven harbour. And off the back of those shoots, we’ve developed a rich content hub together.
The hub is the campaign’s centrepiece, and features bright, inspiring video interviews with Cumberland customers like Bruce and Luke, whose coffee and donuts are a Carlisle institution. Rob, Alex and Jay: three friends (and their turkeys) looking to get a shared mortgage for a first home together. And Anne and Mark, who soldiered on to make the 1863 bistro a roaring success in the wake of Storm Desmond.
Now that the campaign is live, we’re really looking forward to seeing how it helps The Cumberland to fulfil its goals. We’ve loved playing our role in developing a strategy that’ll help this 170-year old brand to feel fit for another century of great work.
Check out the case study to find out more about how this brand has been brought to life.