Bank of Scotland is looking to help fresh-faced university students ‘Be that boss’ as they embark on the latest chapter of their educational journeys ahead of Fresher’s Week.
Developed by Edinburgh-based creative engagement agency Union Direct, the campaign will showcase how the bank’s dedicated student current account can help new students make the most of university life.
Running across social media, out-of-home and branded merchandise, the Bank of Scotland work aims to connect directly with young students through a range of relatable, everyday scenarios.
‘Be that boss’ will also be amplified by targeted outdoor activity throughout university campuses, and already had a strong presence across Meta and TikTok.
“We jumped at the opportunity to work with one of Scotland’s best-loved brands on a campaign we could have a lot of fun with,” said Union Direct creative director, Sheryl Thomson.
“To be relevant we knew we had to start with our audience – their hopes, fears and the stuff they already do and talk about on social.”
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“And what better way to tap into that than working with the MSS winners to give us true insight from those who had just been through the uni experience?”, she continued.
“Be that Boss’ is a totally ownable campaign we’re really proud of, and can’t wait to see how it lands during Freshers’ Week – we might be as excited as the new students, albeit for different reasons!”
Branded tote bags and blankets will be given away as part of a social media competition later this month.
Lloyds Banking Group head of PCA customer solutions, Martin Turner added: “Being there for our Bank of Scotland customers during their first steps into financial independence means we can support them with all of life’s other firsts.”
“Our student proposition is designed to help students build good habits with money and set them up for success throughout their financial journey.
“The Be That Boss campaign communicates this along with the excitement of some of those uni ‘firsts’.”
