Yorkshire Building Society shows its purpose with Helping Real Life Happen campaign launch
Yorkshire Building Society has highlighted how it lives its purpose and helps its members make real life moments happen with the launch of a new brand campaign.
Launching across print, digital display, social media, the branch network and owned channels from this month (October), ‘Helping Real Life Happen’ celebrates the real-life moments that the building society enable for their members.
The campaign puts real members of the Society in the limelight, sharing their real-life stories to form the heart of the creative, from saving for a child’s future, to planning for university, to helping family members to achieve their homeownership dreams.
Yorkshire Building Society has always been a purpose driven brand since being founded more than 150 years ago. As a mutual organisation with no external shareholders, it can put its members needs first. The Society’s purpose to provide Real Help with Real Life – is at the heart of everything it does, both internally and externally. This brand platform is the cornerstone of all Yorkshire Building Society touchpoints: from marketing, to in-branch, internal and employee communications, and external affairs.
Tina Hughes, director of marketing & digital channels at Yorkshire Building Society, said
Highlighting and celebrating our members with our Helping Real Life Happen content and campaign really demonstrates how we provide Real Help with Real Life. By showcasing how we’ve supported our members with their key life moments for more than 150 years through authentic member stories, we’re sharing those moments they’ve saved for, worked towards and which mean a great deal to them.
It also means we have a unique message and personality to connect with our existing members and make us more attractive to future members, establishing Yorkshire Building Society as a brand which helps real life happen. This embodies the best of the Society in highlighting what makes us proud to work here and how we make a difference to our members’ lives.