Leeds Building Society has launched its largest brand campaign in 149 years.
- This new initiative introduces the Society’s first ever brand strapline, “It’s better to belong.”
- The campaign underscores the Society’s commitment to its members and communities.
- Visuals showcase heartwarming moments emphasising community ties.
- A comprehensive multichannel strategy involved various media to enhance outreach.
Leeds Building Society has embarked on its most significant branding campaign in 149 years. This monumental effort sees the introduction of the institution’s first-ever brand strapline, “It’s better to belong.” This strapline not only encapsulates the essence of the Society’s mission but also features prominently in both external and internal communications.
The campaign aims to highlight the mutual benefits of saving with Leeds Building Society. It portrays how the organisation supports individuals, whether they are first-time home buyers stepping onto the property ladder or savers contributing to community growth. Rooted in the concept of mutual support, the Society seeks to emphasise the collective benefits that go beyond mere financial transactions.
Director of Brand & Marketing, Nikki Dixon, stresses the importance of having a place to call home as a cornerstone for building communities. She notes that the Society’s member savings directly fund the homes of mortgage holders, showcasing a mutual benefit where everyone thrives through shared efforts.
An integrated approach developed by creative studio Brave Spark supports the new brand platform. This effort includes digital, press, outdoor, social, and radio campaigns, curated to reflect candid and heartfelt community interactions across Great Britain. Award-winning photographer Jack Terry captured these narratives, while radio spots voiced by actress Amy Walsh further explore the diverse aspects of belonging in a contemporary British society.
The campaign’s media planning and buying were managed by RocketMill, with an overarching goal to communicate the reasons beyond competitive rates for choosing Leeds Building Society. Beccy Dye, Head of Brand, emphasises that a sense of community remains intrinsic to the Society’s purpose since its inception in 1875.
Brave Spark’s Managing Director, Rebecca Vickery, underlines the sense of belonging as vital for community thriving, positioning Leeds Building Society as a valuable mutual entity to be a part of regardless of customer history with the Society.
Leeds Building Society’s new brand campaign highlights the enduring power of mutuality and community belonging.
