Magazine article Marketing

Consumer/campaign

Magazine article Marketing

Consumer/campaign

Article excerpt

This entry -- a finalist also in the financial services category -- consists of new items developed for the second year campaign of Firstdirect, the Midland's "banking without branches" venture. The aim was to put across the right messages while enhancing the image. There isn't room for all results, but one recruitment pack out-performed the control by 15%, and cost 30% less. Targets were beaten on cheque accounts, loans, credit cards and mortgages.

Weight Watchers puts on the pounds! A combined TV, radio, press and direct mail recruitment campaign achieved results 78% above target and 90% above the results for the previous year. Free registration was offered to maximise response, and the same satisfied customer was used to link the TV ad and mail pack. The commercial was judged so successful that it was subsequently used in the US, Canada and Austria.

Banks and building societies have swamped the market with sweeteners to encourage 17 and 18-year-olds to open accounts. The reaction of the target group is generally one of apathy and cynicism.

Barclays and its agency concluded there was a need to focus on the real benefits banking could offer young people, in terms of financial independence. …

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