New digital banking platform ‘B’ launches with integrated brand campaign


B – a digital banking brand which breaks all the conventional rules – is launching with a high profile integrated brand campaign.

The launch campaign for the new digital banking service, created by lead creative agency Karmarama, includes TV, direct response, content, online, digital, CRM & DM, PR, staff engagement and social. The 60-second TV execution directed by Chris Palmer, launches this week across national TV.

Global brand consultancy The Partners developed the brand, name and visual identity for B. Karmarama provided strategic input, who developed the app demo, with Deloitte Digital building the app itself.

MarsThe revolutionary new service, launched by Clydesdale and Yorkshire Bank, which feels more like a lifestyle app than a banking app, uses AI to analyse spending habits to deliver tailored financial insights. Greater control, transparency and insights on spending and saving allow customers freedom from money worries and free to be all they can be. The name ‘B’ plays on the concept of freedom – to ‘be’ – capturing the essence of the service as a tool for being in control of your money, being pioneering, being creative and being inspirational.

Karmarama has also created explanatory demo content on the site and data-driven content, which has been created and served to different segments, to identify moments at which customers are making large financial decisions such as planning a wedding.

Helen Page, Propositions and Marketing Director, at Clydesdale and Yorkshire Bank, said: “We wanted our new banking service to be built around customers, to help them enjoy their money and feel more in control of their lives.

B_liberatedKarmarama and The Partners have been a core part of our team, developing the strategy, purpose and positioning for our new brand. The big idea for the communications, created by Karmarama, has allowed us to build a truly integrated multi-channel launch campaign; whilst The Partners did an excellent job in helping us to create an approachable brand identity that puts the user at the very heart of the experience.”

James Denton-Clark, Managing Director at Karmarama added: “Being part of the launch of a new banking brand has been incredibly exciting. We share a vision with our clients at Clydesdale and Yorkshire Bank to solve real problems using cutting edge creativity and technology as well as good old fashioned gusto”.

Dave Roberts, Executive Brand Director at The Partners said: “We are delighted to have partnered with the Clydesdale and Yorkshire Bank to create the brand for this new personalised way of banking. In a world where confidence in banks is decreasing it is crucial to put the customer in the front seat and give them the tools necessary to feel they are in control of their own finances – and that’s exactly what B does.”

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