Skipton Building Society: How do you get a room full of accountants to invest in brand?

Skipton Building Society, a financial services provider in the UK, used two research projects to justify and execute a campaign that drove awareness and consideration in a young target audience.


In 2018 Skipton Building Society had sights set on expansion. A traditional, some-might-say parochial brand from a Northern backwater, SBS nevertheless had a strong local following and service reputation. If SBS was to meet its ambitious growth targets and help more people save for the future, it needed to appeal outside of the North, and attract younger customers. No small feat! So how? There were two options: invest in rates and chase the market. Or, take the potentially riskier, less obvious route: significant investment in the SBS brand. The building society sector isn't known for taking risks. Marketing tends...

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