Coventry Building Society: Stand-out ad of the week!

Coventry Building Society’s ‘Sunny Days’ campaign recognised as stand-out ad of the week

The skies outside Notorious HQ may be grey today, but Coventry Building Society’s ‘Sunny Days’ campaign has been brightening things up across the UK.

And we’re not just saying that – Newsworks has officially recognised it as one of the stand-out ads of the week.

We identified from the outset that we needed a way to push Coventry Building Society past their competitors, and therefore wanted to partner with a publisher that offered mass reach in key locations, to make sure we were seen above the noise. Our brief to ourselves was that any partner chosen needed to make CBS standout and engage with audiences, instead of blending into a wallpaper of competitors.

Mail Metro Media were chosen as they offer a range of targeting segments to hit our key audience, built up with location, demographic data, and a bonus layer of interest based targeting. We also applied key learnings from previous CBS campaigns that showed great performance from the Mail, and decided to take this further with even more engaging formats.

We put forward Gamified display to encourage users to enter into a competition, so that our Sunny Day savers felt as though they were getting value back from their time spent with the ad, before amplifying this with the EDIT format, an ultra-cool social-first video format that has helped us to reach a younger demographic. The native style of this video made the ad feel very authentic in a user generated content kind of way, helping us to break the trust barrier needed when you are talking to people about the best way to save.

It’s been an absolute pleasure working with the team at Coventry Building Society to bring this campaign to life.

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