Leeds Building Society has unveiled its largest brand campaign in its 149-year history, spotlighting a new brand strapline and a comprehensive multichannel strategy.
- The campaign, crafted by Brave Spark, emphasizes the theme ‘It’s better to belong,’ aimed at community building and mutual benefits.
- Nikki Dixon highlights the integral role of homeownership in community prosperity, aligning with the society’s original mission.
- Footage by Jack Terry showcases authentic community scenes in a bid to enhance local connections and support high streets.
- The campaign employs a diverse media approach, incorporating radio narratives voiced by Amy Walsh and strategic media planning.
In an unprecedented move, Leeds Building Society has launched its most ambitious brand campaign, marking a monumental event in the society’s long-standing history. Introducing its first-ever brand strapline, the campaign encapsulates the essence of mutual benefit under the phrase, ‘It’s better to belong.’ Created by the creative minds at Brave Spark, this expansive campaign underscores the advantages of saving with Leeds Building Society, signaling that contributions made by members not only benefit themselves but bolster the wider community.
Nikki Dixon, Director of Brand & Marketing at Leeds Building Society, emphasizes that having a home is fundamental to forming strong communities. She states, “At Leeds Building Society, we know the importance having a place to call home has in establishing a community, allowing people to create roots and to prosper as a result.” This message echoes the society’s enduring mission since its inception in 1875—to facilitate home ownership and savings, thereby ensuring both financial security and community development. The campaign effectively captures this sentiment, portraying how member investments actively fund the residences of mortgage holders, reinforcing the interconnectedness of society.
The creative execution of the campaign, orchestrated by Brave Spark, vibrantly depicts community life through various mediums. Award-winning lifestyle photographer Jack Terry’s work prominently features genuine interactions among community members within the city of Leeds. These visuals are strategically paired with Leeds Building Society’s commitment to keeping its branches active, thus supporting the vitality of local high streets. This commitment is further enhanced by radio broadcasts, featuring the voice of Emmerdale actress Amy Walsh, which delve into the modern and diverse interpretations of belonging within Britain today. Such storytelling aims to resonate with a wide audience, encapsulating both new homeowners and longstanding savings account beneficiaries.
Rebecca Vickery, Managing Director at Brave Spark, articulates the underlying narrative of the campaign: “Communities thrive when everyone has a place to belong. And Leeds Building Society is a mutual worth belonging to.” This overarching message, designed to appeal to both new and existing customers, seeks to demonstrate the broader impact of community involvement and the societal contributions facilitated by the mutual nature of the society.
Brave Spark’s collaboration with Leeds Building Society is not new, having established a creative partnership nearly two years ago. Past projects, including the innovative ‘Losthaven’ campaign, showcased hypothetical scenarios to highlight challenges faced by first-time homebuyers. Such initiatives have cemented Brave Spark’s role in creatively steering Leeds Building Society’s brand narrative.
The Leeds Building Society campaign illustrates a robust commitment to community-centered growth and mutual prosperity, signifying a pivotal moment in its storied history.
