Leeds Building Society - Dinosaver
Kids will save the Dinosaurs...
The Engine Room were commissioned to rebrand the Leeds Building Society's Young Savers account. Our initial research found that other Bank and Building Society children's savings accounts generally neglected the use of targeted branding to connect with kids. With the ever increasing National debt a constant headline story, it was important to place an emphasis on why children should save from an early age.
After careful examination of the market we created the Dinosavers concept. Aimed at educating kids on the benefits of saving through three different characters. Dinosaver is designed to engage with kids and (more importantly) their parents.
"The Society was looking to refresh its YoungSaver account to bring it up to date and make it more relevant to children." Explained Greg Potter, Marketing Manager. "In addition, we wanted to develop a brand for the account which would also allow us to build on our community involvement. When The Engine Room presented the DinoSaver, I knew straight away that this would fit the bill perfectly. The Engine Room, through knowing the Society's aims, demonstrated a thorough understanding of the brief."
The project included developing the name, identity and marketing literature. Dinosaver was rolled out across the Society's branch network in August. The Engine Room worked with South Yorkshire based animation company WAK studios to develop the impressive 3D characters.
