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TheAgency appointed to Launch new Principality ISA Campaign

Posted by: TheAgency

Date added: Fri 25 Mar 2011

Principality Building Society is to launch an advertising campaign for its new ISA (Individual Savings Account).

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Principality Building Society is to launch an advertising campaign for its new ISA (Individual Savings Account).

The first campaign to break introduces the Society’s new Promise ISA product and is running in press, outdoor, radio, online and in branch. The campaign is being launched by Bath-based integrated creative agency, TheAgency.

“We chose to appoint TheAgency because of their approach to help raise awareness of tax free savings,” said David Edwards, channel communications manager.

“We’re very happy about the route we’ve taken for our new ISA account and our in-branch promotion which focuses on ‘beating the taxman’. It’s a big campaign with a lot of media behind it, so it’s essential to get creative cut through across all the media channels”

The Promise ISA campaign follows 2010’s Promise Saver campaign and leverages the recent press coverage surrounding tax rises to get the attention of the consumer.

As the ISA season continues post April 2011, the creative will evolve by featuring advertisements that showcase typical Principality customers promising to save tax-free for a new home or an extra monthly income.

“We all save for a reason, be it a rainy day, new car or a holiday,” said Saman Mansourpour, partner, TheAgency.

“We felt that the Principality ISA campaign should highlight these reasons, especially as the product is called the Promise ISA. The creative empathises with consumers and positions the ISA as a way of delivering on our aspirations.” 

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