150 Years at the heart of Wales

Category Integrated Campaign
Client Principality Building Society
Agency / Designer Elevator

Brief

Principality Building Society briefed us to develop an ‘identity/strapline’ to celebrate that it had been in business since 1860 and was the most trusted financial institution in Wales. We came up with the line ‘150 years at the heart of Wales’ and designed a logo with a heart motif as part of the number. Later we were invited to present ideas for a campaign to raise public awareness of the anniversary and help drive brand advocacy and sales.

Result

A brand health check conducted by Millward Brown in response to the campaign reported that Principality stands out in the following areas: • Portrays Welshness • Involved in the community • Offer a friendly service (this was rated as most important by respondents) • Customers are treated as individuals • Has the best interests of the customer at heart 72.9% of staff surveyed agreed with the statement 'The 150 campaign has made me feel appreciated, proud and confident for the future.'

Solution

We wrote and designed a campaign including 48 and 6-sheet posters, bus sides, newspaper ads, radio ads and a TV sting, and redecorated the interior of Principality House including wall graphics, posters and window stickers. A key feature of the interior is a graphic wall depicting the history of the Society. The campaign was rolled out in branches across Wales. We designed an interactive microsite (www.principality.co.uk/150) and branded the Millennium Stadium for the Principality Summer test.