Bradford & Bingley has launched a £10m national campaign to promote its new Rate for Life savings account, amid concerns for the bank after its share price fell to an all-time low this week.

However, the 12 month campaign created by BJL marks a major marketing investment as the bank looks to build on its successful relaunch last year and focuses on the firm’s strategy of putting the customers at the heart of its business.

Stephen Rowe, marketing director at B&B, said: “The rebranding and advertising we developed with BJL to re-launch the bank and its products in 2006 saw awareness and consideration levels soar. The platform we established is particularly motivating for savings because it works on a simple premise – listening to customers and giving them products to help them achieve their goals. Customers want security and delivering the only “no strings” product in the UK finance market guaranteed to stay competitive for life does just that’.

The Manchester agency has developed a campaign featuring a new TV commercial, outdoor, in-store and digital.