B rent-free with #StudioB

Engage / B by CYBG


Brief: launch the first physical London branch for B, a digital banking solution created by Clydesdale & Yorkshire Bank aimed at servicing Millennials. 

Context: while financial institutions were closing their doors and the younger generation’s faith in banks was at an all-time low, we faced a big challenge to drive awareness and business for the new branch.  

Campaign: our integrated campaign ‘B rent-free with #StudioB’ tapped into Millennial’s mind-sets around the housing crisis with a competition driving footfall to the branch on launch day.

Results: Campaign reach of 629,069,655 and 800% increase in new savings accounts opened in launch week


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