The Five for Members campaign had the core objective of attracting new customers while promoting to existing members what the benefits of joining Darlington Building Society consist of.
After creating the campaign identity and strapline “Benefits to smile about” we incorporated the ‘me’ into each of the five usp benefits with handwriting typography to remind customers that it was a personalised campaign approach and to emotionally connect them to the benefits.
We integrated the smile icon of Darlington Building Society’s logo to enhance the brand identity. Our strategy invited audience participation that has played a vital role in the viral potential of this campaign.
The campaign has provided an excellent opportunity for social media, PR and direct mail platforms, reaching an even greater audience and widening