The 15 Minute Money Workout was a promotional campaign for Wales largest building society. The intention was to attract existing and new customers into their local branch to discuss their financial requirements. The easily understood analogy of a ‘workout’ was chosen as it appealed to an audience that value security and consider themselves financially astute. All customer touchpoints were considered as part of the campaign. Window posters advertised the initiative and leaflets provided an overview once customers were inside the branch. These were distributed by staff and life-size point of sale displays. During the initiative counter staff wore promotional tee-shirts and the whole campaign was incentivised by the chance to win a luxury spa break, the mechanic of which was a completed postcard in order to capture data. The whole campaign featured actual Principality staff as this supported the building society’s brand values of approachability and integrity.