Be that boss

While Bank of Scotland is familiar to the nation at large, for the 16-24 age group, it’s more of a ‘mum and dad’ bank than a brand for them. So we needed to make their student account relevant to young Scots entering a new chapter of financial independence, ultimately driving online sign-ups. To make new students feel empowered to make the most of student life with their Bank of Scotland student account, we started at the core – with the audience. 

We conducted our own qualitative and quantitative research and identified the two main worries of Freshers: making friends and managing finances. We invited the country’s up and coming creatives to help us solve the problem via the Marketing Society Scotland Aspiring Creative Star Award. 


We co-created the proposition ‘Be That BOSS (Bank of Scotland Student)’, speaking to a relatively financially-savvy new generation in a relatable, social-first way. We created characters and scenarios based around the encounters students have in their early days of university. 

The campaign demonstrates how Bank of Scotland’s dedicated student current account empowers new students to make the most of their university life. From cheaper socialising with cashback offers on a range of retailers to removing the awkwardness of splitting a round with the LinkPay feature.