The cost of rent and the housing crisis has been a hot topic covered by media across the UK. Headline reports showed that people born between 1981 and 2000 will struggle to save for a deposit. We asked, what if B could really make a difference? With Studio B’s vision in mind, we decided that solving this ‘high-rent’ vicious cycle for someone should be the first challenge Studio B tackled to launch the store and build an emotional connection with their customers.

We proposed a lucky winner should live rent-free for a year, in an apartment rented by the bank. This would enable the winner to save for a deposit on their own home. B pledged to match whatever the winner saves up to £12K over the year. This means someone could have £48,000 towards a deposit by the time they move out.

Prize:

• Found the perfect flat and re-branded it with interior decorators to become #StudioB.

• Photos and 360 video for social and media.

Build up:

• Released research with Zoopla on London rental market.

• Competition blog live on the Studio B website and social media posting underway.

Engagement:

• Relevant celebrity judges hosting competition announced to media.

• Influencers invited to an exclusive viewing of the flat to boost social engagement and competition entries.

Competition:

• 27 April: people queued hours from 4am to answer a knowledge-based question at Studio B.

• Real-time video filming/editing, Snapchat geofilter, Instagram printer.

• Nine closest to the correct answer were invited back to take part in home-ownership challenges in the store: gardening, cookery and DIY.

• Ryan Crabbe declared winner and interviewed on-site by ITV London and the Daily Mail.

• CEO, David Duffy records Ian King at Sky News.

Tier 1: Media Outputs:

Key messages and spokespeople quoted in 49 target publications and broadcast, including Daily Mail, Evening Standard, ITV News, CNBC and Sky News.

Reach = 622,929,320

Tier 3: Business outcomes:

Our campaign drove significant and measurable business impact:

400% percent increase in digital registrations

500% increase in credit card applications

800% percent increase in new savings accounts opened

[all compared to an average week at the Piccadilly branch last year]

“The Studio B launch was a huge success and business exceeding all expectations, thanks to a smooth campaign and the mass awareness generated.” David Judic, Customer Innovation, Studio B

Influence, celebrity and social messaging:

85% increase in social followers

192% increase in website traffic (against comparable timeframe)

Real-life impact:

Ryan and his wife moved into #StudioB on 27 May. Ryan will have his own financial advisor at Studio B to help him and his wife stay on track with their savings plan. Our campaign will change two lives forever:

“It’s a very rare gift to have the chance to dramatically change your life in a single year. One we will not take for granted and aim to fully capitalise on.” Ryan Crabbe, competition winner.