Coventry Building Society has unveiled its latest campaign in partnership with creative agency Ear to the Ground. The campaign aims to elevate awareness of the Society’s sponsorship of the Coventry Building Society Arena and Coventry City Football Club.
Featuring Coventry-born comedian Guz Khan, it will run across VOD platforms on Channel 4 and Sky Sports from October through November 2024.
Inspired by Research on Happiness and Saving for Experiences
Coventry Building Society’s new campaign draws inspiration from their recent report, which highlighted that while 83% of people believe that shared experiences with friends and family brings happiness, only 9% said it’s very important to save for experiences like concerts, live sports, or events. The campaign bridges this gap by showing how Coventry Building Society gives its members the confidence to save not only for essential needs but also for life’s unforgettable moments.
Arena Days: Bringing Joyful Experiences to Life
In a series of humorous, relatable scenarios, Guz Khan reminds Coventry Building Society members that their savings should be for both rainy days and the sunny days that make life special. With Guz’s unmistakable style, the campaign offers a fresh perspective on savings – one that’s about financial security and living life to the fullest.
To encourage the UK to not just save for the future, but to also enjoy incredible experiences today, Coventry Building Society launched its Campaign for More Arena Days through its partnership with the Coventry Building Society Arena.
Arena Days are memorable, life affirming moments of togetherness that are worth saving for. From matchday excitement at Coventry City Football Club to world-class concerts, Arena Days give everyone the chance to experience life at its fullest, with a financial partner they can trust.
“At Coventry Building Society, we believe in providing our members with the confidence to save for both the unexpected and the extraordinary,” said Michelle Pickard, Head of Marketing at Coventry Building Society.
“Our campaign with Guz Khan captures this, beautifully reminding members that if they can afford to, savings should empower them to enjoy the experiences that bring the most happiness. Our portfolio of savings products and ‘Arena Days’ initiative is a testament to our commitment to making those experiences happen.”
“We’re excited about our latest work with our partner Coventry Building Society on this campaign, which reflects their dedication to helping members lead financially secure and fulfilling lives,” said Simon Luff, Managing Partner and Head of Strategy at Ear to the Ground.
“Guz Khan’s authentic connection to Coventry and his comedic touch perfectly captures the message: financial confidence allows for both saving and enjoying life’s best moments – including those experienced through Arena Days.”
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About Ear to the Ground
Ear to the Ground is a leading global creative agency that turns fans into consumers for brands invested in sports, gaming, and entertainment. With a track record of successful campaigns for clients like PlayStation, Nike, and Coca-Cola, Ear to the Ground is known for blending culture, creativity, and community to deliver measurable brand impact.
