We Have Everything Here

Challenge

At the starting point, Cooperative Banks had a somewhat outdated image. For many people – especially those living in large cities – a cooperative bank was associated with a small-town institution, loans for farmers, and an old-fashioned type of banking where all customer matters are handled at a branch counter. The campaign’s goal was to build a modern image for Cooperative Banks and attract new customers from younger target groups. On the product level, the objective was to inform customers about the introduction of modern mobile technologies into the bank’s offering. We wanted to convince people that Cooperative Banks are becoming increasingly modern and can be a real alternative to commercial banks, which are also opening branches in smaller towns.

Strategy / Idea

We decided to build tension between the common perceptions about Cooperative Banks — especially those held by residents of big cities — and the reality of these banks and their wide range of products. This tension was embodied by the characters of two brothers: one moved to the big city and feels superior, while the other stayed in his hometown and is doing just fine. The communication platform for the banks was tied together with the claim “We Have Everything Here,” which became the starting point for talking about individual banking products and a source of local pride.

Execution

We produced a TV commercial and a series of digital campaign videos that showcased the humorous interactions between the two brothers. Through their funny mishaps and playful rivalry, we highlighted the range of modern solutions offered by Cooperative Banks, demonstrating their comprehensive product portfolio and successfully building a modern, approachable image for the brand.

Summary

In the campaign for Cooperative Banks, we demonstrated that their product offering is on par with commercial banks. At the same time, we highlighted the friendly service, local character, and sense of closeness, reinforcing the feeling that they truly deliver on the promise: “We have everything here.”