Aim

Launch a brand building campaign to position Britannia as fresh, contemporary and in touch with the modern lifestyle needs of 20 – 40 somethings

Strategy and tactics

The agency devised a fun campaign hook, “The Kylie Generation”, which would appeal to a young consumer audience by entertaining as well as informing. The campaign would declare the of-the-moment Bridget Jones Theory – the curse of the “desperate Singleton“ - dead, and instead celebrate a new generation of 20 to 30-somethings who are opting to live alone, whether they are single or not.

Outcome

Britannia’s story made five nationals, including a full colour, double page centre spread in the Daily Mirror (including products, telephone number and website!), and the lead consumer story in the Sun, as well as 40 regional dailies across the country.  It also ran on key consumer websites, including GQ, Handbag, Femail and NewWoman.  Our Britannia spokesperson was interviewed by 16 radio stations, 13 of which were young, commercial pop music stations, where news from a financial institution had previously been banished!