Skipton builds on brand platform with new ad campaign

Skipton Building Society has launched a new phase of its latest brand campaign, focusing on the challenges faced by first-time buyers.

Launched on 5 January, the ad depicts a young couple sitting in a rickshaw where they are being forced to do all the pedalling, likening this to the struggle of getting onto the housing ladder.

It builds on the mutual’s “Founded on Fairness” platform which launched last year, which aims to present Skipton’s as a fairer alternative to high-street banks.

The ad was created by agency Red Brick Road, with media planning and buying handled by Republic of Media. It is running across linear TV, VOD, SVOD, cinema and social media.

Steven Glass, Head of Brand at Skipton Building Society, said: “It’s with great pleasure that we launch this next step on the road to a Fairer financial future for all.

“We know that people want financial institutions that act with integrity, and the Skipton differences: being member owned, putting people first, and demonstrating fairness in products, policies and services are more motivating than ever.

“Fairness is a founding principle for the business. So, this campaign has always felt the right way to bring that to life.”

Matt Davis, Executive Commercial Director at Red Brick Road, said: “Many of us have been there and well remember the proud moment when we first became homeowners.

“Sadly, the next generation of renters can often struggle to get on the property ladder and face a system that seems to be stacked against them.

“Skipton really do believe in a fairer approach to mortgages, and we’re very proud to have partnered with them to bring the next instalment of the Founded on Fairness campaign to life with such arresting and enjoyable storytelling.”

Leigh Herbert, MD at Republic of Media, said: “This campaign is a powerful expression of what makes Skipton different – a genuine commitment to fairness, membership and putting people first at a time when those values matter more than ever.

“Our job has been to make sure that message shows up in the right moments and environments, reaching people who are feeling locked out of the system and need to hear that a fairer alternative exists.

“As our first campaign together, it’s set a strong foundation for how Skipton’s purpose can be brought to life consistently and credibly through every touchpoint.”