Principality appoint AgencyUK for new ISA launch

AgencyUK has been appointed by Principality Building Society to launch their new (Individual Savings Account) campaign. The first campaign to break introduces the Society’s new Promise ISA product and is running in press, outdoor, radio, online and in branch.

“We chose to appoint AgencyUK because of their approach to help raise awareness of tax free savings. We’re very happy about the route we’ve taken for our new 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” said David Edwards, Channel Communications Manager.

The Promise ISA campaign continues on from the Promise Saver campaign that was launched last year, 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. 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” said Sammy Mansourpour, MD, AgencyUK.