The Building Societies Association (BSA) had an ambitious vision to launch a national week that united the sector to promote and spread awareness of all things savings in order to positively support people’s attitude and approach towards managing their money. At Tall, we were tasked with delivering an entire new brand and website and, as the voice of 50 UK building societies and credit unions, BSA were keen for us to also create marketing collateral that could be easily delivered to this network of building societies, all to be done within a 10 week time frame.
In developing the new, full brand concept for UK Savings Week, we began working with a central team of stakeholders which included representatives from BSA and members from various building societies.
We developed the mission, vision and values, and created the logo, typography, colours and all graphic device elements to ensure that the tone of voice for UK Savings Week was clearly demonstrated. This brand was then brought to life in the form of animated content, marketing support assets and the main UK Savings Week website, which we designed, built and hosted.
Furthermore, a key target for this project was to ensure creative consistency. Therefore, we set up a central brand hub that included clear creative guidelines as well as downloadable assets that enabled the various building societies to have easy to use access to assets needed to promote UK Savings Week.
UK Savings Weeks launched from 26th September – 2nd October 2022. Partnering with 72 financial groups within year 1. It was a highly successful week that saw social activity amongst the wide variety of financial services and building societies, several national and regional PR pieces, and a high amount of engagement with the website and therefore brand.
Social stats from UK Savings Week display a reach of over 400,000 users, along with nearly 400 interactions and over 200 mentions. The week also saw a high amount of engagement with the central website, and therefore the brand. Stats showed that 59% of users came to the website directly, with 18% of users visiting via social media. Further to this, several PR pieces were released throughout UK Savings Week, including from Daily Mirror,
Telegraph, Daily Express, Independent and BBC online.
As a result of the wide outreach seen throughout UK Savings Week, the clear messaging from the brand, website and campaign would have guaranteed the aim from BSA regarding the impact they were hoping to make nationally throughout the week was met.