Cambridge Building Society Case Study
Transforming The Cambridge Building Society into a vibrant, growth focused brand with integrated campaigns that deliver commercial impact
Key statistics
- Significant uplift in mortgage lending delivered during the brand transformation period, driven by clearer positioning and stronger market communication.
- Thousands of new customers acquired across savings and mortgage products as a result of improved brand perception, targeted campaigns and enhanced digital journeys.
- National award recognition earned as a top performing building society, demonstrating the measurable impact of the transformation programme.
- A complete shift in member and customer perception from traditional to modern and forward looking following the rebrand.
- A scalable and future-ready brand foundation now supporting long term commercial growth and customer experience evolution.
- A high performing partnership recognised by senior leaders as one of the Society’s most impactful strategic decisions.
Client and context
The Cambridge Building Society is a long-established mutual committed to supporting its members and local communities. It recognised the need to modernise its brand, refresh its proposition and strengthen its commercial performance in an increasingly competitive market. Mobas, bringing extensive financial services marketing experience, became its strategic brand and marketing partner, working across brand transformation, culture, marketing strategy, product campaigns, digital activation and PR.
Brand and proposition
Mobas led a major brand transformation programme that included:
- repositioning the Society based on research and audience insight
- creating a new visual identity that brought energy, warmth and confidence
- developing a modern tone of voice that felt personal and human
- embedding the brand across branches, communications and digital touchpoints.
The renewed proposition reinforced The Cambridge as a trusted, community rooted and progressive building society.
Culture and internal engagement
Mobas involved leadership teams and colleagues through workshops, research and engagement sessions. The programme included internal brand ambassadors who supported adoption of the new brand across stores and head office. This influenced behaviour, customer experience and colleague confidence.
Market strategy
The Cambridge Building Society sought strong growth across mortgages and savings. Mobas supported this by:
- aligning brand strategy with commercial goals
- repositioning the Society as modern and member focused
- creating clear and compelling communication that supported acquisition and retention.
The results included significant mortgage lending growth, thousands of new customers and national award recognition.
Product campaign strategy
Mobas developed product campaigns that balanced commercial performance and brand authenticity. For savings, a segmented strategy ensured tailored messages reached key audience groups. A unifying creative platform supported consistency across channels and product types.
Creative and activation
Mobas created the Happy Savings campaign, a bold and optimistic platform with strong hero visuals. The campaign featured real people representing key saver segments and applied a flexible creative style suitable for branches, print, social and digital. The work aligned seamlessly with the refreshed brand.
Digital and PR
Digital activation supported web traffic, online engagement and campaign performance. Mobas helped evolve the website, supported new store formats and strengthened customer experience across channels. PR activity amplified brand stories, including housing initiatives, store openings and community impact.
Impact
The integrated programme delivered:
- significant growth in mortgage lending
- strong customer acquisition across savings and mortgages
- award-winning brand recognition
- a shift from traditional to modern brand perceptions
- a scalable marketing and brand foundation for long-term growth.
Ready to chat? We can help.
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
