Launching Butterfield bank into Jersey

Butterfield has been working alongside Team Oi as a retained client since April 2018, to create strategically placed advertising across print, digital and OOH in Guernsey and Jersey. Our first brief was simple – to pin the name Butterfield to its newest location Jersey, whilst consolidating their 45 year reputation as a leading banking provider in Guernsey.

Butterfield is an established full-service bank and wealth manager headquartered in Bermuda that specialises in assembling the best people, products and services to create bespoke financial solutions for wealth management and the financial intermediary market. As a company, Butterfield has always had a strong connection to marine conservation, supporting local initiatives from beach cleans to Seabins to create a better environment for not only banking but each of their location’s’ marine ecosystems.

Our challenge in Jersey was to create an engaging and well-placed advertising strategy to mark the opening of Butterfield’s newest operation following the acquisition of Deutsche Bank’s offshore banking and custody business in the Channel Islands. Whilst creating a refreshed advertising look pan-island to tie in Butterfield’s two-fold positioning.

Utilising marine-themed imagery, our Head of Creative in Guernsey, Mark Ferneyhough, created a suite of ad concepts, which maintained the salience of Group brand guidelines but recognised the Channel Island location.

Traditional media was covered with print advertising published alongside editorial in pan-island industry-relevant publications.

Large scale, primesight airport advertising was been designed pan-island, with a 10 x panel window outdoor advert gracing the front doors of Guernsey airport and lightbox and entrance door positions erected in Jersey.

To welcome new Butterfield staff in Jersey, Oi designed environmentally-friendly reusable cups and themed umbrellas consolidating the two-faceted services and environmental core messaging.

And striking display ads were devised for local industry events, including pull-up banners, an exhibition stand and a video animation to encapsulate Butterfield’s brand and purpose.

Head of Oi Jersey, Heather Townsend said, ‘Butterfield is an exciting account to work on, though a traditional and long-standing business, Butterfield have a very modern and creative approach to their marketing strategy. This has meant our design team have been able to push the brand into a more modern evolution, making it ready for its new chapter.’