Differentiating CYBG’s digital banking service B, from competitors

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B Bank: Coverage reaching nearly 2M people

The Brief

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 the challenger banks such as Monzo, Starling and Revolute.

After working with Branch Road to create unique and exciting content , we have changed how our colleagues look at PR, and now consider video and this human approach to storytelling as a vital element for our broader campaigns.

James Drake, Head of PR, EMEA, Oracle.
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Coverage Roundup 2018
Email Campaigns

Our Approach

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 their finances. We positioned B as a different kind of bank, one that cares about Brits and how they manage their money

We 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

Impact

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

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