Bank of Scotland is proudly by the side of Scots. It’s Scotland’s original bank and today has a relationship with 3 million customers – that’s more than half of the population. It really is part of the fabric of the country – a trusted presence that has innovation woven into its 300 year history. Bank of Scotland was the first UK bank to issue paper money, the first to use computers and introduce cash machines and the first to introduce digital banking back in 1985. Today, our digital app makes managing money easier than ever. Bank of Scotland prides itself on being there for its customers from their first ever bank account opened as a child, through their entire life – offering everything from credit cards to car insurance, mortgages to investments.

For the 16-24 age group, Bank of Scotland is reassuring, familiar, and the bank they’d trust with ‘serious banking’ - like where their wages get paid into and if they needed a mortgage. There’s a cultural connection with the brand from Scots of all ages, but younger people, who have grown up without as much need for in person banking, have an increasing amount of choice with more and more Fintechs entering the market.

Becoming a student is often the first real moment of financial independence young people have, which is exciting and daunting at the same time. With bills and living expenses to cover for the first time, managing their finances well and avoiding pitfalls like running out of money to pay rent is key. We know that money and mental health are interlinked and getting good money habits in place from day one could be the difference between a great student experience and a stressful one. The Bank of Scotland has the expertise to really support students to become financially independent.

Bank of Scotland are committed to supporting Scotland’s next generation of learners. We want to make the brand and its Student Account the first choice for young Scots embarking on their university education.

To learn more, visit bankofscotland.co.uk

The advertising campaign will be social-first, with media spend across Instagram, TikTok and possibly Twitch Tasks. There’s also likely to be spend on YouTube, so a video asset will probably be created, and potentially out of home (posters near uni campuses).

The campaign will run from the start of August, just as pupils are receiving their exam results and confirmation of uni places, through to Freshers Week and the start of term in September. Think about how executions and product features can be made ultra-relevant to the big life moments that take place over this period.

Whilst you’re busy crafting cracking creative to cut through a crowded, cluttered and competitive space, show us what you can add to a brief to make make Bank of Scotland’s offering stand out from the rest. You’re the target audience for this kind of account. So what would you love to see as a feature or benefit that would make it even more useful and helpful to you? What are student accounts currently not doing that you think could help you navigate your way through student life? You can make it an add on, or the whole focus of your idea. Just remember to keep it real and realistic. So no VIP passes to Taylor’s Eras tour, or lifelong supplies of Gregg’s steak bakes. Sorry.

This is a live brief, so your idea could be out in the real world from August.
The winner will be required to start their placement from the week following
the awards ceremony.