Skipton

Pitch brief: Position Skipton building society as ‘The Retirement Specialists’.

Retirement is a key consideration for an aging population, but there’s a stigma attached to it. In reality, it can be an extremely exciting time in someone’s life. Skipton wanted to show they understood this, and to capitalise on an inflated ‘pre-retirement’ market. We were asked to pitch an overarching brand idea for Skipton which, while having a strong ‘retirement’ focus, could also work across their ‘non retirement’ product range. 

This lead to........

Looking forward

Pretty happy with that one, but there's more! With the addition of three extra words, the line’s meaning can shift from being slightly vague, to being quite specifically about retirement, resulting in:

Looking forward to your future

Yep, I just did that. The line ‘Looking Forward’ effectively works as an internal proposition and as an outward facing strap line. ‘Looking forward to your future’ takes the idea on a step, and firmly positions Skipton as a positive place to come and discuss your retirement. Lovely.

We made the following video to demonstrate the thinking behind ‘Looking Forward’. Whether or not David Bowie would license his music to be used in a building society promotion is a different issue entirely.