CASE STUDY

Challenge

How to refresh the concept of cooperative banking and how to highlight its merits that set it apart from commercial banking operations? Consumer studies reveal that many clients associate cooperatives with something obsolete. Therefore, cooperative banks are perceived as archaic, traditional and catering to senior citizens – clients’ grandparents or, possibly, parents. Young people are not interested in what cooperative banks can offer, although their products and services have long been on a par with those offered by their competitors.

Solution

In our brand image campaign for SGB Cooperative Banks we found a way to present a modern narrative about cooperative banking. It is based on the concept of caring for one another, i.e. providing real support for local communities, with banks’ active involvement demonstrating that they are a vital part of the community, rather than just providers of good loans or deposits. The “Taka różnica” campaign shows plenty of relevant examples. Importantly, they were not made up for the sake of promotion only – each case study was inspired by actual everyday cases handled by cooperative banks.