150 years at the heart of Wales
As a mutual building society, Principality recognised that they wouldn’t be where they are today without their members, and in a period of economic instability this couldn’t be more relevant. We expressed this through the strapline ‘150 years at the heart of Wales’ and supported it with a campaign that said Diolch – Thank you for building our Society.
This heartfelt message was supported by photos of staff wearing t-shirts spelling out Diolch, shot against the beautiful Welsh landscape. An integrated campaign was rolled out across Wales and the Borders on billboards, bus sides, adshels, newspapers, radio and TV. Principality successfully painted the town red!
Research into Principality's history uncovered many hidden treasures and touching stories of how Principality had been part of their members' lives for generations. To document this we produced in a microsite centred on an interactive timeline tracing the national, commercial and personal histories of Wales over 150 years.
Staff joined in the celebrations, arriving at work on the official birthday to find Principality House decked out in celebration materials - wall graphics, posters, window stickers and bunting. Their branches joined in too, hosting birthday parties and inviting the local community to join them in the celebrations.
The party was in full swing in June, with the Principality Summer Test when Welsh rugby took on South Africa for the Prince William Cup. We branded the Millennium Stadium and the city's streets, from pitch-side to hospitality suites with 150th birthday messages. Despite the disappointing rugby result, the day was a big success for the Principality!
The campaign generated a hugely positive, warm reaction from the Welsh community. A post-campaign brand health check confirmed some great findings: Principality portrays Welshness, is involved in the community, offers a friendly service and treats its customers as individuals. 73% of staff agreed that 'The 150 campaign has made them feel appreciated, proud and confident for the future.'