BANK of Scotland is launching its first ever student-focused advertising campaign this Freshers’ Week – featuring social media, OOH and even branded merchandise – created by Edinburgh-based creative engagement agency, Union Direct.
Based on the characters and scenarios students encounter in their early days of university, the campaign demonstrates how Bank of Scotland’s dedicated student current account empowers new students to make the most of their university life. From cheaper socialising with cashback offers on a range of retailers, to knowing when to call it a night in with money-out notifications. The campaign oozes attitude, encapsulated in the branded strapline ‘Be that BOSS’, featuring an acronym for Bank of Scotland Student.
Martin Turner, Head of PCA Customer Solutions, Lloyds Banking Group, said: “Being there for our customers during their first steps into financial independence means we can support them with all of life’s other firsts. Our student proposition is designed to help students build good habits with money and set them up for success throughout their financial journey. The Be That BOSS campaign communicates this along with the excitement of some of those uni ‘firsts’.”
Development of the campaign involved a range of Scottish talent, including award-winning photographer David Boni and cinematographer Danny Bonnar, as well as ideas from the winners of the Marketing Society Scotland’s Aspiring Creative Star Award. Young creatives around the country submitted their ideas for promoting the Bank of Scotland student account, with Napier University students, Christie Morrison, Abi Avery and Emily Thomas, alongside Tegan McDougall from Robert Gordon University, winning a placement at the Union where their ideas were brought to life.
Sheryl Thomson, Creative Director, Union Direct, said: “We jumped at the opportunity to work with one of Scotland’s best-loved brands on a campaign we could have a lot of fun with. To be relevant we knew we had to start with our audience – their hopes, fears and the stuff they already do and talk about on social. And what better way to tap into that than working with the MSS winners to give us true insight from those who had just been through the uni experience? ‘Be that BOSS’ is a totally ownable campaign we’re really proud of, and can’t wait to see how it lands during Freshers’ Week – we might be as excited as the new students, albeit for different reasons!”
The campaign soft-launched on Scotland’s schools’ exam results day with social media executions promoting an £110 account opening incentive. It’s already smashed expectations, with web traffic to the student account landing page since launch nearly 7 times the level during the previous period.
The ‘Be that BOSS’ campaign is live across Meta and TikTok platforms, with new executions launching this week as well as OOH across university campuses. Branded tote bags and blankets designed by Tegan McDougall will be given away as part of a social media competition this month.
