There’s a bank every other minute telling you it looks after you. Newcastle Permanent isn’t joining that noise. Indie creative and media agency, Enigma, has given it a distinctive promise that only a smaller, local bank can. While life is full of choices that are good for one – heart or head, Newcastle Permanent is the decision that both heart and head can agree on.
The Head and Heart Approved launch campaign is led by a TVC directed by Plaza Films’ Paul Middleditch, using the visual construct of Head and Heart as two sides of the same person each with their own distinctive head/heart hairstyle.
Unusually for a campaign, the radio component stars:
James Cudmore, chief customer and digital innovation officer at Newcastle Permanent parent, NGM Group, stated,“As a mutual bank with 120 years of heritage in local communities, it would be fair to say that Newcastle Permanent has long appealed to people’s hearts. But with competitive rates and award-winning service we have all the qualities that even the most discerning head is looking for in a bank. This new advertising platform captures this brilliantly and in a way that is very Newcastle Permanent. And with new distinctive brand assets and a comprehensive campaign playbook, we have everything we need to roll out campaigns effectively and efficiently for years to come.”
“Here for Good is one of those taglines that sits firmly in the ‘I wish I’d come up with that’ drawer in my brain,” added Enigma CCO, Simon Lee. “So it’s been a great privilege to help bring fresh meaning to it with an unignorable creative platform that has everything required to shift the dial right the way through the funnel. A huge THANK YOU to the Newcastle Permanent team for your trust and the spirit of partnership with which we’ve brought this into the world together.”
The full campaign covers TV, OOH, radio, and digital media.
