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Coventry customers star in TLC campaign

Coventry Building Society, the UK&#39s fifth-biggest society, is bringing a new look to all its promotional material this month.

Created by Coventry&#39s new advertising and communications agency, London-based Teamspirit, the campaign is intended to build on its “TLC not PLC” slogan to emphasise the society&#39s continued commitment to mutuality.

Coventry says research shows customers like and understand this slogan.

For the first time, Coventry says it is using real customers in its marketing to tell how they are better off with the society.

The new creative images will appear on all its marketing literature including point-of-sale material in branches, brochures, letters to customers, posters and press advertising. The campaign is set to run for the rest of the year.

Teamspirit says its brief was to create a striking campaign that would make consumers consider what they want from their bank or society.

The agency specialises in financial services and its other clients include Prudential, Schroders and Winterthur.

Coventry chief executive Martin Ritchley says: “We have chosen an agency that not only understands our business but can deliver a creative solution that will continue to raise awareness and reflect our values.”

Teamspirit director Kirsty Maxey says: “Our strategy was to create an impactful creative approach that would make consumers stop and think about what they are getting from their financial provider in terms of both service and product. With Coventry Building Society, they could be better off on both counts.”

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