Leeds Building Society introduces its first-ever brand strapline in a historic campaign.
- This expansive campaign highlights the mutual’s core mission with the tagline ‘It’s better to belong’.
- The campaign aims to demonstrate the societal benefits of saving with Leeds Building Society.
- It features heartwarming portrayals of community life in Great Britain.
- Renowned photographer Jack Terry and actress Amy Walsh contribute to its impactful narrative.
In a landmark move, Leeds Building Society has unveiled its largest brand campaign, marking the introduction of the society’s first-ever strapline, ‘It’s better to belong’. This initiative aims to solidify the organisation’s commitment to its foundational mission of supporting community growth through financial services.
Central to the campaign’s message is the demonstration of how saving with Leeds Building Society extends benefits beyond individual gain, fostering community well-being. The mutual organisation’s efforts in aiding first-time buyers, alongside nurturing savers, highlight its dedication to enriching local communities.
As described by Nikki Dixon, the society’s director of brand & marketing, the initiative underscores the importance of home ownership in building community connections and stability. The platform intends to communicate the role of member savings in funding mortgages, thus reflecting the mutual’s core values established in 1875.
The multifaceted campaign, crafted by creative studio Brave Spark, spans various media channels including digital, print, outdoor, and radio, each capturing real-life community vignettes. These narratives, photographed by Jack Terry, depict genuine moments of togetherness and support within British communities, portraying a vibrant society where belonging plays a pivotal role.
Further accentuating the theme of belonging, radio spots voiced by Emmerdale actress Amy Walsh explore the diverse meanings of community across modern Great Britain. The comprehensive media planning executed by RocketMill ensures the campaign’s reach and resonance with a wide audience.
Rebecca Vickery of Brave Spark articulated the campaign’s essence, emphasising the mutual benefits of community spirit facilitated by Leeds Building Society. Her insights reflect a strategic vision to appeal to both new and long-term customers, ensuring that the concept of belonging is integral to all interactions with the society.
Leeds Building Society’s pioneering campaign effectively encapsulates the spirit of community belonging, integral to its mission since its inception in 1875.
