Wales’ largest building society The Principality has turned to Bath-based creative agency Mr B & Friends to develop a flagship multi-channel mortgage campaign.
Mr B & Friends’ creative treatment for the campaign focuses on a domestic environment familiar to millions with life stages such as graduation, marriage, christening and young children.
The agency worked alongside Cardiff-based media and production outfit Orchard to produce the 10-week campaign in Welsh and English across TV (ITV Wales and S4C), online, radio, outdoor, press and in branch. It is aimed at all customers and potential customers of the building society, particularly those who are thinking about the next home move.
Mr B & Friends design director Kate Gorringe said: “As a mutual building society, Principality has always aimed to provide long-standing support for its members, throughout their changing lives.
“This is never more true than with the momentous decisions involved in moving home. This campaign uses the Welsh cultural tradition of poetic language supported by film of family photos and mementos around the home, to show that Principality is there for you, whatever your plans or changing circumstances.
“It is a moving piece of film, emphasizing Principality’s empathy with its customers, and gets across the message in a touching and memorable way.”
The Cardiff-based building society’s head of multi-channel communications, Hannah Poulton, added: “We wanted to use this campaign to remind both current and prospective customers of the role that Principality Building Society can play in some of the most defining moments of their lives.
“Whether they are buying their first home, re-mortgaging or moving, Principality is there to help. We are delighted that Mr B & Friends has been able to bring this to life with the campaign creative to help us to reach more people through our multi-channel approach and first television advert in seven years.”
