Client: Coutts Bank
‘Real Success Takes True Character’…The launch of the the most narrowcast broadcast brand campaign in the banks 300-year history. We ripped up the planning rule book to deliver a campaign reaching the ultra-high net worth, just 0.1% population. Through the creative use of data based on success signals vs demographic, we uncovered a new generation of wealth creators, one that’s driving a shift in the wealth demographic. To connect and convert this new affluent audience we needed to redefine what Coutts meant to them and shift a 300-year-old brand perception.
.png)
