Coventry Building Society’s new campaign ‘Save for your sunny days’ champions joyful savings, local pride, and Arena Day Experiences with Guz Khan

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.

Coventry Building Society’s new campaign draws inspiration from its 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.

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.