TSB: The Bank That Wants To Say Yes
Research showed TSB had a weak image amongst youth market. Objective: to increase relevance and reputation of TSB and position the bank as one that young people would like to bank with. Target market: 16-20 year old youth market. Media: 3 TV ads, posters, youth press, cinema, radio. Multi-media campaign. Promotion for free cinema ticket. Results: improved awareness, image and new account openings amongst target market are illustrated . Evidence that advertising drove youth recruitment share.