Yorkshire Building Society puts its foot on the pedal

Challenge

Yorkshire Building Society were keen to build on their existing campaign for the Tour de France Grand Depart in Yorkshire.

Insight

To complement their activity, YBS needed to capitalise on the nation’s swelling pride as the Grand Depart set off through God's Own County.

Activation

The campaign which was produced was a digital solution across our platforms engaging primarily with cycling fans:

  • YBS-branded podcasts every day of the tour

  • 3 x YBS-branded bespoke videos featuring Chris Boardman and Ned Boulting

  • Premium Pushdown takeover on itv.com/tdf during the UK stages

  • Solus branding on 4 x ITV Cycling Newsletters

  • 9 x branded tweets from @itvcycling plus other Social Media support.

Result

The partnership was an absolute success and it helped make Yorkshire Building Society the biggest brand in Yorkshire in July 2014. Unique Users on the site were up a massive 82% YOY and the campaign even picked up Gold for 'Best Advertising' at 2014's 'The Digitals' Awards.

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    Unique Users on the site were up