Skipton is the UK’s 4th largest building society. Every year they run a campaign highlighting their range of tax-free ISAs and the expert advice provided by their team.
Our challenge was to devise an iconic, relatable and straightforward way to communicate their ISA range and support. In doing this, we had to be mindful to position Skipton ahead of their peers as experts in the ISA field, while ensuring FCA compliance.
Skipton’s core audience is savvy. They’re careful and inquisitive about where they put their savings. Many of the ISAs offered by Skipton and their competitors feature information that’s intimidating and difficult to understand. There’s a feeling that this leads some customers to choose ISA accounts based on little more than their own hunches.
Rather than simply state that the annual ISA deadline was approaching, we developed a memorable creative concept, then executed it in-house across every campaign element. Based around the sticky head name guessing game, the idea tapped into the customer need for clarity and guidance, while positioning Skipton as the experts who demystify the world of ISAs.
The campaign was optimised through targeted paid social, and the PPC ad copy was continually refined and improved to ensure optimum response rate and performance.
Sales of ISAs performed 18% ahead of plan.
CTRs from paid social were 44% higher than both previous activity and the industry benchmarks.
82% of visitors from dynamic social ads were new to Skipton.
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