Raising awareness of the YBS lasting legacy fund
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Yorkshire Building Society’s roots go back to 1864 and 2014 marks the 150th anniversary of YBS. Hatch were tasked with delivering a PR and media relations campaign emphasising the longevity and heritage of YBS to new and existing customers, colleagues and stakeholders across the UK.
Hatch provided PR communications across the UK for the society’s brand portfolio, including a Penny Farthing tour at landmarks across the UK and Pop up Victorian YBS branch tour.
The first challenge was to use a creative campaign concept to engage and interact with customers, staff and potential customers to celebrate 150 years of YBS.
The second challenge was to raise awareness of the YBS lasting legacy fund - a donation of £150K to be split evenly between 15 charities by YBS Group.
An inspiring pop up branch was created which emphasised the longevity and heritage of YBS - bringing an old Victorian branch to life to the streets at YBS heartland areas for customers to interact with and showcase the brand history and heritage including original artefacts from 1864.
Hatch then undertook a tour of the UK to promote the Lasting legacy fund - utilising regional landmarks in key YBS branch towns, telling a creative photo story and call to action in each area with a bespoke YBS branded Penny Farthing – ensuring charities were made aware of the initiative in each region. A shortlist of 30 charities was whittled down to the final 15 via a voting mechanism online and chosen via a public voting mechanism online.
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