Coventry Building Society has created a new campaign aimed to activate its sports sponsorships.
Fronted by Coventry-born comedian Guz Khan, the ‘Save for your sunny days’ campaign focuses on the importance of saving not just for essential needs but also for fun experiences such as sports events and live concerts. The ad highlights the mutual’s sponsorship of the Coventry Building Society Arena and Coventry City Football Club.
The campaign will run across video on demand on Channel 4 and Sky Sports from October through November 2024. It was created in partnership with creative agency Ear to the Ground.
Michelle Pickard, Head of Marketing at Coventry Building Society, said: “At Coventry Building Society, we believe in providing our members with the confidence to save for both the unexpected and the extraordinary.
“Our campaign with Guz Khan captures this, beautifully reminding members that if they can afford to, savings should empower them to enjoy the experiences that bring the most happiness. Our portfolio of savings products and ‘Arena Days’ initiative is a testament to our commitment to making those experiences happen.”
Simon Luff, Managing Partner and Head of Strategy at Ear to the Ground, said: “We’re excited about our latest work with our partner Coventry Building Society on this campaign, which reflects their dedication to helping members lead financially secure and fulfilling lives.
“Guz Khan’s authentic connection to Coventry and his comedic touch perfectly captures the message: financial confidence allows for both saving and enjoying life’s best moments—including those experienced through Arena Days.”