Celebrating 25 years of M&S Money

Challenge:

• To create a focus on the 25 year history and future plans among consumers, commentators and the media
• Increase awareness of M&S Money at a key point in its development, and to position it as a premium provider of banking services
• To also support business drive to increase numbers

The strategic and creative solutions:

• Create consumer news stories around the theme of longevity and hook onto the 80s retro theme of a return to the 80s to highlight the 25 year anniversary
• This would showcase M&S Money’s heritage, mark the anniversary and identify with its core target audience and age group who had grown up with M&S, and M&S Money specifically
• Dinner at The Groucho Club with 14 senior personal finance journalists to celebrate 25 years in the industry
• Anniversary booklet created for staff to commemorate the anniversary and key developments for M&S Money in the wider context of events over the last 25 years

Implementation:

• Conducted research into which trends have permeated our society over the years, understand what has stood the test of time in our lives from the decades but particularly from the 1980s, and also to look at what will last the test of time going forward

Outcome:

• The campaign had an overall reach of 61,917,578, and a total AVE of £131,821, through 58 pieces of coverage across national, regional, online and consumer publication