Yorkshire Building Society has handed a new campaign brief – promoting the company’s 5% deposit mortgage product range – to Soul after a competitive pitch.
The campaign, which goes live this month, will involve in-branch, online, TV, radio, press, outdoor, online, and direct communications, and will be adapted for roll-out across the firm’s other brands.
The organisation is the second largest building society in the UK, having successfully merged with Barnsley Building Society, Chelsea Building Society, and Norwich & Peterborough Building Society, all of which remain brands in their own right.
It also acquired the Egg mortgage and savings book and the Egg brand, but folded them into its own business, which comprises a branch network of more than 230 outlets and 3.5 million customers.
Yorkshire Building Society customer acquisition manager Anna Higgins said: “Soul’s work once again stood out and so made the selection process really easy. Working with them has been a genuinely refreshing experience, their counsel, approach and delivery has been exceptional and the creative speaks for itself.”
Soul creative director Shaun Moran added: “As we do with all our clients, this campaign was the result of working collaboratively and getting a really solid understanding of the customer. This approach leads to valuable insights that provide the springboard for impactful creative which cuts above competitor activity.”
Soul was launched in November 2012 by former Lida creative director Moran, ex-Elvis managing partner Mike Cullis and former CMW planning chief Ben Rachel. Its client list includes Superdrug, Seat, House of Fraser, SSE and Cosmos Holidays.
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