JOIN THE REVOLUTION by TBWA Manchester for Co-operative Bank

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JOIN THE REVOLUTION

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency TBWA Manchester
Director Luke Scott - Rsa Films
Executive Creative Director Richard Dean
Art Director Paul Gregson
Copywriter Sarah Musker
Typographer Paul Gregson
Editor Ben Harrex @ Final Cut
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: THE CO-OPERATIVE GROUP
Product/Service: SOCIAL GOALS
Agency: TBWA\MANCHESTER
Date of First Appearance: Mar 7 2011
Entrant Company: TBWA\MANCHESTER, Manchester, UNITED KINGDOM
Entry URL: http://www.co-operative.coop/join-the-revolution/
Executive Creative Director: Richard Dean (TBWA\Manchester)
Art Director: Paul Gregson (TBWA\Manchester)
Copywriter: Sarah Musker (TBWA\Manchester)
Digital Art Director: Mark Daws (TBWA\Manchester)
Typographer: Paul Gregson (TBWA\Manchester)
Brand Director: Dani Briers (TBWA\Manchester)
Account Director: Dawn Williams (TBWA\Manchester)
Digital Project Manager: Jenny Lomax (TBWA\Manchester)
Senior Planner: Stephen Brunt (TBWA\Manchester)
Agency Producer: Lou Vasey (TBWA\Manchester)
TV Producer: Ewen Brown (RSA Films)
Director: Luke Scott (RSA Films)
Director of Photography: Mark Patten
Lighting: Chris Day
Editor: Ben Harrex (Final Cut)
Sound Design/Arrangement: (The Jungle Group)
Post Production: (Absolute Post)
TK: Paul Harrison (MPC)
Music/Artiste: (Athlete)
Media placement: TV ad - ITV, Channel 4, UKTV, Five, SKY - 07.03.11
Media placement: Press - Guardian, Metro, Times, Independent, Daily Telegraph - 07.03.11
Media placement: Outdoor - Various outdoor sites - 07.03.11
Media placement: Digital - Online - 07.03.11

Insights, Strategy & the Idea
The Co-operative wanted a campaign to reassert its position as the UK’s most socially responsible business and launch their new Corporate Social Responsibility plan.

The campaign’s target audience is everyone who, however passively, wants to see change in the world.

Our insight was that The Co-operative is not just a business, but a powerful force for good in the world made up of active citizens.

The campaign was highly relevant to the client because corporate social responsibility is in The Co-operative’s DNA. It was founded as a reaction to irresponsible business practices 167 years ago. And relevant to the public because from the banking crisis, to climate change, to public service cuts, there are issues that people feel powerless to affect. This campaign not only raises awareness but empowers people to change their world.

Creative Execution
Not just a campaign but a revolution.

Across TV, print, outdoor, digital and in-store we are telling The Co-operative story, honouring local heroes and encouraging new revolutionaries to get involved.

Alternative media includes a fully branded up bus that goes to the small town of Rochdale where The Co-operative revolution began and reads ‘follow me to Rochdale, the town that changed the world’.

All activity leads to the campaign website where you can watch case study videos of the press and TV, see The Co-operative’s wider work on larger issues like Fairtrade and get involved. There is also the option of voting for your favourite community project ‘revolution’ or registering your own revolution and win £5000 funding.

Results and Effectiveness
• The launch event was oversubscribed.
• 17,000 visits in the first 4 days of website going live.
• We inspired 130 new community projects in the UK in the first 2 weeks.
• 6,500 people voted for their favourite revolutions in the first 2 weeks.
• 11,000 Facebook ‘likes’ within 2 weeks.
• And the revolution has only just begun, so it’s too early to tell what the full impact will be.