Ear to the Ground drives Coventry Building Society’s ‘Save for Your Sunny Days’ campaign with Guz Khan
Creative agency Ear to the Ground has collaborated with Coventry Building Society to launch a new campaign featuring Coventry-born comedian Guz Khan.
The campaign highlights the Society’s naming rights sponsorship of the Coventry Building Society Arena and EFL Championship club Coventry City, and will run across video on-demand platforms on Channel 4 and Sky Sports from October to November.
According to a recent report, 83% of individuals believe shared experiences with friends and family contribute towards happiness, while only 9% prioritise saving for experiences like concerts and live sports.
Inspired by the findings of this study, the campaign showcases how Coventry Building Society empowers its members to save for both essential needs and memorable life experiences.
Khan reminds members that savings should be reserved not only for unexpected events but also for the joyful moments that enrich life. This campaign encourages the public to save not just for the future, but also for incredible experiences today.
Ear to the Ground’s approach has led to the introduction of the Campaign for More Arena Days. These Arena Days represent memorable moments worth saving for, from matchday excitement to world-class concerts, allowing everyone to embrace life’s fullest experiences with a trusted financial partner.
Coventry Building Society Arena | Partnerships
Michelle Pickard, Head of Marketing at Coventry Building Society, said, “Ear to the Ground has helped us communicate our mission to empower our members to save for both the unexpected and the extraordinary.”
Simon Luff, Managing Partner and Head of Strategy at Ear to the Ground, added, “Guz Khan’s authentic connection to Coventry and his comedic flair effectively convey the message that financial confidence allows for both saving and enjoying life’s best moments, including those celebrated through Arena Days.”
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