B, THE NEW DIGITAL BANKING PLATFORM, LAUNCHES WITH AN INTEGRATED BRAND CAMPAIGN

Thursday 2nd May 2016 (embargoed til 9:30am): 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, supported by its sister

agency Nice, who developed the app demo, with Deloitte Digital building the

app itself.

The 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.

Karmarama 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.”