Case Study

Launching a new challenger brand

The opportunity

CYBG needed to reposition its digital banking service B from an app associated with a traditional 150-year bank to a new digital offering, competing with challenger banks such as Monzo, Starling, and Revolut.

What we did

We conducted research into how Brits manage their finances. The results revealed the nation’s finances were in need of care and attention. As a result, we created the B-Tox campaign to raise awareness of financial ignorance, and encourage the nation to take control of its finances.

We positioned B as a different kind of bank, one that cares about Brits and how they manage their money. And crafted a new narrative to reflect this positioning and pitched it to UK consumer and finance media to create widespread coverage and drive downloads of the app.

What we achieved

Delivered over 30 pieces of extensive coverage, reaching 1,900,000 people. From Financial Times, BBC, Mail Online and Metro to Evening Standard, Closer magazine and The Sun, to name but a few. Broadcast coverage included Sky, ITV, Magic FM and Capital FM.


pieces of coverage secured


people reached as a result of the campaign

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Our clients

Humblebrag: we work with some pretty big names in the industry…