Turning a logo into a brand hero.
During turbulent economic times, consumers look for strong, trustworthy financial services brands that can guide them through the uncertainty. Our integrated campaign for Skipton Building Society – ‘A Good Place’ – establishes Skipton as one of those brands with a message that feels particularly relevant and powerful in this unpredictable sector.
Through both qualitative and quantitative customer research, we discovered that stability was a key brand attribute valued by today’s consumers. Our audience told us that by knowing their money was in a stable and secure place, they then had the freedom to get on and enjoy life. With this insight in mind, we realised that we had an established brand asset which epitomises this stability; our castle logo; a true symbol of how the brand has been a good place for customers and their money since it was founded 165 years ago.
For the campaign we placed our blue castle logo front and centre of all our communications – from a castle piggy bank to a castle fridge magnet, and from a castle bird table to a castle in a baby’s mobile – by embedding the blue castle in and amongst every day ‘good place’ scenarios, we’re demonstrating our insight in action and showing people that “when your money’s in a good place, so are you”.
The campaign includes a 30-second national TV advert, as well as 8 idents to be used in a 12-month sponsorship of late peak (9pm-midnight) programming on ITV3. It will also appear in print and digital display advertising, and in Skipton’s core owned channels – in branch, online and on social media.
Most importantly, the Good Place theme will be used across all brand activity, including internally, to ensure staff are always working to make Skipton a good place for people and their finances.