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HSBC - How a Brand Idea Helped Create the World’s Strongest Financial Brand
Thinkbox | November 17, 2011
“This case study is proof that it is possible to build a strong global brand in a category that is not known for strong branding. Through consistency and long term commitment HSBC successfully came through a crisis.”
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2011 EFFIE Award Review: 'America: The Story Of Us'
MediaPost Marketing Daily | June 09, 2011
After the "America: The Story of Us" airings, Bank of America saw incredible brand perception gains, with trustworthiness up +42%, favorability up +50%, and consideration up +54%.
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Aviva Teamed Up With Rugby on TV
Thinkbox | June 08, 2011
"Our TV idents were an instrumental part of our plan and the richest media for forging an emotional relationship between the Premiership fans and Aviva"
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Discover Strikes Social-Media Gold With 'Peggy'
Advertising Age | March 28, 2011
"We all expected it would resonate, but the engagement has been much greater and much quicker than expected," said Larisa Drake, VP-brand communications at Discover.
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Liberty Mutual Insures Ad Panel Victory
Brandweek | March 16, 2011
A report from Ace Metrix used a panel of 500 U.S. consumers to measure the effectiveness of the 136 different car insurance ads that have run in the last 12 months. The results of this survey prove that it was a big year to jump onto the “quit texting while driving” bandwagon. Winfrey joined Liberty Mutual advising people to take the no phone zone pledge, and Allstate launched its “Joi Carter: X the TEXT” campaign. These spots landed one and two atop the auto insurance ads list, respectively.
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New Sponsorships Raise Farmers’ Profile
Broadcasting & Cable | March 14, 2011
TV is the largest element of the media mix. And even though it's very crowded, we have come to see through our analysis that there are a lot of media options out there, but TV is still the broadest way to reach an audience with a message.
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How the Insurance Industry Got Into a $4 Billion Ad Brawl
Advertising Age | February 21, 2011
Allstate got what it wanted: People noticed. And the campaign entered the pop culture, even spawning Halloween costumes. "I saw Mayhem walking down my street trick-or-treating," said Nina Abnee, a more than 20-year agency veteran, calling the moment a career highlight that gave her chills.
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O2 Talks to Teens Via Hollyoaks
Thinkbox | February 17, 2011
The results: 54% of those who saw the campaign said they were already or would consider applying for the card, an increase of 69%, campaign recall was a staggering 80%, the sales target was smashed by 300%, and the campaign won the Thinkbox Planning Awards Grand Prix in 2010 and also the Best Use of TV Innovation Award.
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Financial Brands Deliver Top Case Studies
WARC | December 30, 2010
Despite the economic downturn, HSBC - Math of Life bucked the recessionary trend by bringing in new retail clients for the company's PLUS BANKING account, a service that allowed customers to make more of their money.
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Marketer of the Year 2010
Strategy | December 01, 2010
TD Financial Group’s Dominic Mercuri took home the crown for his groundbreaking integration deals, youth-focused digital and commercials starring a pair of grumpy old men. Read on to learn what Canada’s top marketers were up to in 2010, including The Bay’s Patrick Dickinson, P&G’s Zeeshan Shams, Sobeys’ Belinda Youngs and Société de transport de Montréal’s Denise Vaillancourt.
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“Churchill, is there a robust way to link TV spots to web response?” “Oh yes…”
Thinkbox | October 26, 2010
By applying this new found understanding of how response to TV works in a rapidly changing landscape, Mediacom are able to remain ahead of the game and to reap the full benefits of television for Churchill Insurance.
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Allstate: "Mayhem"
Adweek | September 16, 2010
"Mayhem" gave the company a new way to talk to the younger end of its 20-to-54-year-old target audience. And it has helped the brand build momentum online with social networking groups.
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Amex Running Campaign With "Potential"
Marketing | September 08, 2010
According to Amex, unaided brand awareness went from 39% before the campaign launched last October, to 56% as of January 2010; overall awareness went from 50% to 71% during the same time period.
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Progressive's Flo Pushes Brand To 2nd From 5th
MediaPost Marketing Daily | May 24, 2010
Progressive Insurance's cheery spokescharacter, Flo, is resonating strongly with consumers, improving the company's standing in Brand Keys' Customer Loyalty Index.
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'Greatest Spokesperson' Boosts Nationwide
Adweek | March 26, 2010
In hopes of standing out from its competitors, the insurance provider kicked off “The World’s Greatest Spokesperson In The World” campaign, which, so far, has worked favorably for the brand.
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Snappy Ads, Big Interest Savings Lift Online Bank
Toronto Star | March 11, 2010
Altogether Ally offers a strong package: Attention-grabbing ads produced for its larger U.S. counterpart by the New York arm of the British agency Bartle Bogle Hegarty, industry-topping rates and the same $100,000 of government-managed insurance that is offered on banks' deposits.
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E*Trade - Oh Baby
BrandChannel | March 04, 2010
It isn’t often that a financial brokerage firm becomes universally known for a series of quirky commercials – but that’s just what has happened to E*Trade.
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Barclays return to TV with Take One Small Step
Thinkbox | February 2010
"When we broke the campaign, over that first six week period when we were on air, we saw our organic search for any Barclays terms up by 500%: which was an extraordinary impact. And we've seen that repeated every time we go back on air. We see a massive spike that's then sustained for long after the television's finished".
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Credit Union's Strategy Weathers Economy
MediaPost Marketing Daily | April 09, 2009
Freedom and flexibility often go hand in hand. Case in point - an ad campaign based on the concept "Freedom Is ...," whose flexible format has helped a Colorado Springs, Colo.-based credit union weather the economic storms.
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Nielsen AIG: Ad Boosts by Financial Services Companies Could Keep Consumer Confidence
Broadcasting & Cable | March 19, 2009
According to a Nielsen IAG study, 55% of respondents who said they had seen more advertising from their financial institution lately said they had "complete confidence" in its financial health, with only 18% saying they had "little or no confidence." By contrast, 45% of respondents who said they had seen fewer ads said they had little or no confidence, with only 18% saying they had complete confidence. "This research shows that "out of sight' can mean "out of business," said Richard Khaleel, executive VP of Nielsen IAG's financial practice.
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For the survey...
Banks That Spent the Most on TV Ads Performed the Best
Advertising Age | March 12, 2009
U.S. banks seeing the highest returns on their advertising investment are not necessarily those spending the most but instead have the heaviest TV budgets.
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Credit Canada offers hope to those in debt
Marketing Daily | November 20, 2008
In its first foray into TV advertising, Credit Canada is showing how excessive bargain hunting can lead to apartment hunting.
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City for the people
Strategy | May 2008
Vancity boasts an impressive history of social-change firsts in the financial category, from the first in Canada to offer mortgages to women in 1960 to the first socially responsible mutual fund in 1986 and the first loan for the purchase of a low-CO2 emission vehicle in 2003. So it's hardly surprising that when the Vancouver-based credit union decided to overhaul its marketing last year, the end result included a few more firsts.
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GE, HSBC, Wal-Mart To Get Green Effie Awards
MediaPost's Marketing Daily | April 3, 2008
Inaugural winners of the Green Effie Award, which honours effective eco-marketing, were recently announced. Winning campaigns for GE, HSBC and Wal-Mart will receive gold, silver and bronze awards in June. The Green Effie Award is sponsored by Discovery Communications' network, Planet Green.
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At OMMA: Esurance Finds Fame In Another Medium: TV
MediaPost's Marketing Daily | March 18, 2008
Ironically, an online brand reports, it remained rather unknown to potential customers until it launched a TV campaign. And, says its CMO, television remains "the most powerful reach vehicle and driver of brand awareness."
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