Skipton Building Society brand development
As one of the leading financial institutions, Skipton Building Society approached prego* to redefine and reposition their brand which would be executed into a fully integrated campaign.
Audience Insight
During a major research project it became clear that Skipton customers had very positive emotional feelings towards their Building Society. Customers really valued the principles the Society believed in – that if something mattered to them, it mattered to Skipton.
The Big Idea
Using the customer insight and playing up the fact that Skipton is a mutual organisation, the strap-line “mutual matters” was developed. At the core of the campaign were customers expressing what mattered to them when it came to their finances.
The Execution
The big idea was translated through TV, sponsorship idents, outdoor posters, regional and national press, in branch activity and direct mail. The TV campaign developed characters enjoying things that mattered to them and allowed all the core messages of Skipton to be communicated.
The printed campaign was supported by bespoke photography by Alex Telfer to depict real people talking about their financial considerations.
