Creating an integrated campaign for a full range of ISA savings

OVERVIEW

Skipton is the UK’s 4th largest building society. With over 1 million members and 100 branches, it prides itself on finding good places for peoples’ savings and investments as well as providing mortgages for homeowners up and down the country.

Every pre- and post-tax year, Skipton runs a campaign, highlighting both their range of tax-free Individual Savings Accounts, their team of ISA specialists who can offer expert advice. This brief was looking for an iconic, simple way to communicate Skipton’s large range, but also that their experts can demystify the choice. Here's the approach we took to creating an integrated campaign that really stuck in people's minds ...


OBJECTIVES

Our task at Creode was two-fold:

  • Wrap the promotion of whole product range of ISA accounts in a simple, relatable idea
  • Position Skipton Building Society ahead of its peers in being much more than mere providers of ISAs, but also experts in this field—all whilst bearing in mind FCA compliance, of course.
TARGET AUDIENCE

Existing Skipton customers with one or more accounts, across all age groups, 18 - 85.

Skipton ISA 2
Skipton ISA 3
INSIGHT

Skipton’s core audience is savvy. However, choosing where to put your savings is not a snap decision. Add to that a broad range of differentiated ISA products from Skipton and we knew that, despite people being financially astute, they would still have questions before making their decision. Not only that, but because of all the different ISAs on the market in general, often with accompanying information that was impenetrable or not easily understood, there was also a feeling that people were choosing ISA accounts based on not much more than their own hunches.


CONTINUOUS IMPROVEMENT

So, rather than simply state that for another year, the ISA deadline was approaching, we knew we had to wrap a creative idea around the launch that both tapped into the customer mindset and, because we were ‘removing the guesswork’ positioned Skipton as an expert.

And this is where the sticky head name guessing game concept was born. With sticky notes holding the names of Skipton’s various ISA accounts, we could position Skipton as expert advisers, simply by saying we’ll help remove the guesswork.

We optimised the campaign through targeted paid social, whilst continuously refining and improving the copy on PPC ads to get a higher response.

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