*Shortlisted in the 2024 Marketing Week Awards*
ISA season is like Christmas time for financial services.
ISAs are pretty simple really; they help you pay less tax on your savings. There’s not much more to it.
The challenge therefore, from an advertising point of view, is trying to stand out in an industry all saying the same thing. In previous years, Skipton had focused on the idea of being ISA specialist, because year on year, the research shows that people aren’t utilising ISAs because not enough people understand what they are,
There are lots of problems with that approach though:
A) there’s nothing memorable about it
B) it’s very easily replicated by financial services organisation with vastly bigger media budgets.
I wanted to go with a message that communicated the main benefit of ISA (tax savings) but that no one else was saying. Hence, love the taxman.
The idea here was to make people feel like they were taking from the taxman by saving in an ISA. It’s not often the taxman can be accused of generosity, so you might as well take what you can, while you can.
So this tongue-in-cheek campaign said thank you taxman for this very rare gift of an ISA allowance.
This campaign stretched across branch, print, OOH, experiential, social, DM and Email with incredible results (including crashing out contact centre because we recieved so many calls!)
Included in this campaign were a choir singing songs of praise to HMRC workers as they got to work in Nottingham, and a digital billboard driving round Westminster.
