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Virgin Money is branching out

Virgin Money is branching out | black, white and read all over | Scoop.it

...in a sign of the pressure on smaller lenders to differentiate themselves from the big banks

Team's insight:

Virgin Money recently took over Metro with a full back and front wrapper advertising their newest lounge in London. Though the ad doesn't actually say if one can do any banking in the lounge (you actually can't), it does include information on how Virgin is 'on a quest to make banking better.' Claims such as 'we make things simple', 'we tell it like it is', and 'we're demystifying money' are expanded on, as well as the amenities of the lounge.

 

Virgin Money spends around £3mil annually on their lounges, and apparently see significant sales uplifts in branches near the lounges. In fact, according to Jayne-Anne Gadhia, chief executive of Virgin Money, the creation of Virgin Money Lounges 'drives down the cost of marketing to attract new customers'. Check out the wrapper here: http://imgur.com/a/bTATI

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JWT Austerity Index

JWT Austerity Index | black, white and read all over | Scoop.it

"The Austerity Index analyses the impact of prolonged economic adversity on British consumers and markets."

Team's insight:

The Q4/2013 Austerity Index has just been released. The JWT Austerity Index is an in-depth quarterly research survey that analyses the impact of prolonged economic adversity on UK consumers and markets. 800 UK adults were surveyed in September 2013 using the JWT SONAR panel, in order to help diagnose Britain’s emotional and rational reply to austerity. As the news tells us of strong growth rates, the insights from the Austerity Index are particularly interesting, especially for brands seeking to plot their course through austerity.  One of many interesting insights is that ‘18-39 year olds are more forgiving towards brands than older generations, despite being the hardest hit by the austerity agenda’.

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10 overriding themes from SXSW Interactive

This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting.

Team's insight:

In early March, a group of JWT-ers from around the round met in Austin, Texas for the annual SXSW Interactive Festival. Described as ‘a living, breathing manifestation of the Internet and culture’, the festival brings together ‘cutting-edge technologies and digital creativity’, industry leaders and presentations and panels by ‘the brightest minds in emerging technology’. JWT compiled a list of the top 10 themes from the festival that highlight some major themes that are certainly relevant beyond the festival. In fact, many of these themes may see familiar as they were part of JWT’s 10 Trends for 2014 report. Interesting insights were gained in topics such as surveillance and privacy, anonymity, mindfulness and tech and the power of visual have wide ranging implications.

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Power ballads are having a moment! Plus Audi's new brand positioning

https://www.youtube.com/user/AudiofAmerica

Team's insight:

It seems that power ballads are now a global trend! Following 3’s #SingItKitty, Audi US has just released a new TVC with British transplant Ricky Gervais based around the lyrics of Queen’s ‘We Are the Champions.’ Centered around the idea of ‘uncompromised,’ the ad follows a group of characters in a range of situations who never compromise, just like the new Audi. It was released with a series of shorts that follow some of the different characters from the TVC, sharing how they have persevered to ‘stay uncompromised.’ This new brand positioning, based around the very relatable yet still aspirational insight, has extended to other communications from the brand, including their website. We can see that the power ballad (and soundtracks in general!) is a powerful tool for advertisers, and even with similar tracks, ads can play very different rolls and tell very different stories.

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Read 1,000 words a minute, courtesy of Spritz

Read 1,000 words a minute, courtesy of Spritz | black, white and read all over | Scoop.it
And you thought you were too busy for War and Peace.
Team's insight:

A new technology has just been released that enables you to read at 250 to 1,000 words a minute! Spritz, as it's is called, streams words one by one with the word "centered around an “Optimal Recognition Point" in a special display called the "Redicle." This method reportedly eliminates the time-consuming need to move your eyes across a page, which Spritz's research suggests improves focus and comprehension."

 

Try it out here: http://www.spritzinc.com/

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Brands and the modern male - JWT London Consumer Report

Brands and the modern male - JWT London Consumer Report | black, white and read all over | Scoop.it

"JWT London's data suggests that the modern British male is simply more multi-dimensional that is commonly credited.'

Team's insight:

JWT London's latest consumer insight challenges some long held gender stereotypes. The report of 500 British consumers showed a shift in the characteristics of masculinity and predicts change as gender roles become subverted – 40% of women now earn more than their partners. The report revealed that men are becoming more emotionally connected, more concerned about their looks and feel under more pressure to be well groomed. JWT ultimately wanted to highlight that advertising must therefore be receptive to this new spectrum of modern men.

 

Full report here: http://jwt.co.uk/wp-content/uploads/2014/01/JWT_Planning_Foresight_MasculinityModernity1.pdf

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The selfie that broke Twitter OR product placement at its finest

The selfie that broke Twitter OR product placement at its finest | black, white and read all over | Scoop.it

 

"While the stunt felt spontaneous, it wasn't entirely unplanned."

Team's insight:

Already retweeted 3.3 million times (!!!), Ellen DeGeneres' now-famous selfie from the Oscars has broken the record for most retweets... with the Samsung Galaxy Note 3 front and centre. As a main sponsor of the Oscars, Samsung spent over $15mil USD on ad space, but the selfie moment was arguably their most successful of the night. As the selfie went viral, the value in earned media and talkability were certainly recognized by Samsung. In their own words, a statement from Samsung read "while we were a sponsor of the Oscars and had an integration with ABC, we were delighted to see Ellen organically incorporate the device into the selfie moment that had everyone talking..." even the Simpsons: https://twitter.com/TheSimpsons/status/441000198995582976

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New TSB campaign

“TSB…is to launch its first multi-million pound TV advertising campaign to announce its arrival in the sector.”

Team's insight:

Using the same animation as their launch material from September 2013 (http://www.campaignlive.co.uk/news/1210959/), TSB has launched its first official campaign with the tag line “Local banking for Britain". The TVC focuses on how customers are doing their bit to help local communities by choosing to bank with TSB.

 

Their out of home campaign focuses on TSB’s transparency, suggesting 5 questions customers should ask their bank. These questions again focus on Britain, local businesses and community. The ads state that if the answer to the 5 questions are ‘yes’, a person must be banking with TSB.

 

Unfortunately for TSB, many comments on online forums show that customers and the public are sceptical about how genuine the banks claims are and if the re-branding will really mean a new kind of banking.

 

http://www.telegraph.co.uk/finance/newsbysector/banksandfinance/10627605/TSB-to-embark-on-multi-million-pound-TV-campaign.html

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JWTIntelligence - 10 Trends for 2014 in 2 minutes

 

For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles, but those who are most immersed are starting to question its effect on their lives and their privacy

Team's insight:

JWTIntelligence has released its 10 trends for 2014. Key findings include both a welcoming of and resistance to technology and the role it holds in our lives.  This insightful report uses results from quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year as well as input from nearly 70 JWT planners and researchers across more than two dozen markets, and interviews with experts and influencers across sectors including technology, health and wellness, media and academia. Check out the summary video.

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#BeTheBest new British Army recruitment advert 2014

http://www.telegraph.co.uk/news/uknews/defence/10565400/Army-recruitment-campaign-launched-with-new-TV-advert.html

Team's insight:

JWT’s latest work for the Army has been well received, garnering media attention since its launch. This strategy led campaign has capitalized on Army research which found that “nearly one in four Britons are unhappy with their current career.” It shows people from many career paths doing exciting and fulfilling work as part of the Army Reserves. The UK government is seeking to expand its Army Reserve Corps, and this is the latest in a series of high-profile campaigns including the most recent ‘Step Up’ campaign (http://www.youtube.com/watch?v=bTozmZhQ4Dc).

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What is the top Christmas ad of 2013?

What is the top Christmas ad of 2013? | black, white and read all over | Scoop.it
Christmas advertising landed in a big way this year. The hype surrounding John Lewis‘ effort was more intense than ever, and many other brands have cottoned onto what a rewarding game it can be to make an event of your festive campaigns.
Team's insight:

Christmas adverts are in full swing and this year they're a bit... unexpected. Neither of this year's most talked about TVCs - John Lewis' "The Bear and the Hare" (watch the making of here: http://www.youtube.com/watch?v=WKfFhUdXA5M) and Sainsbury's "Christmas in a Day" - feature any products in their spots!

 

In fact, this trend towards emotionally based instead of product based ads has been adopted by a number of advertisers this Christmas season (TK Maxx http://www.youtube.com/watch?v=fjA-59brQ6c and Tesco http://www.youtube.com/watch?v=7_4AOpcBwZ4 are two more).

 

Of course, not every ad is devoid of product mentions - click on the title of this post to see a number of this year's biggest Christmas ads. And if you really love the bear and the hare, the ad has permeated into John Lewis stores with merchandise from the spot for sale.

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Property's path of potential

Property's path of potential | black, white and read all over | Scoop.it
The marketing strategies accelerating the UK’s property boom.
Team's insight:

With the government scheme Help to Buy rolling out a few months ahead of schedule, the property market is seeing more action and interest. Marketing Week argues that this means marketing needs to adjust as well. Many brands have already started to react, including Santander. However, there has been some cause for concern from industry experts who have expressed their misgivings. These include worries it may cause another housing bubble and concern over what will occur at the end of scheme.

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Santander mortgage advert with Jenson Button

Team's insight:

Keeping in tone with Santander's previous 123 campaign adverts, the new mortgage TVC features Jenson Button and a new homeowner who shares the features of his Santander mortgage.

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Campaign Magazine's 'Turkey of the Week' goes to Santander

Team's insight:

As a follow-up from our Santander post, interesting to note that Campaign Magazine picked the Santander TVC as last week's Turkey of the Week. "There is no need to repeat the three-words-to-describe-something idea 11 times. I lost interest after three, and my will to live after seven." This turkey makes Santander a repeat offender.

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Fairer Finance finds first direct very fair

Fairer Finance finds first direct very fair | black, white and read all over | Scoop.it
A new service has been launched to help people identify financial services companies that have a record of treating customers fairly.
Team's insight:

A new service, called Fairer Finance, has been set up by an ex-Which? employee that measures a range of factors within financial services, revealing how banks treat their customers. Factors such as customer trust, happiness of existing customers and the transparency and clarity of terms and conditions are all taken into account. Fairer Finance aims to ‘give buyers of financial products an idea of how they will be treated further down the road.’

 

first direct came out very well, on top for credit cards and personal loans, and in the top three for bank accounts and travel insurance.

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Santander's three new words

 

http://www.brandrepublic.com/news/1284207/Santander-launches-biggest-campaign-new-simple-personal-fair-positioning/?DCMP=ILC-SEARCH

Team's insight:

Santander has just released a new advert for their very successful 123 Current Account. The 90” spot (plus a 30” cutdown) is emotionally driven, with everyday people describing the people and places around us (like balloons and Mum) with simple adjectives. The everyday situations and cute kids heighten this emotional resonance. The TVC also incorporates the three Santander spokespersons but in a different way than we’ve seen before – they are simply a part of the TVC and do not have speaking or indeed prominent roles in the spot. We’ve seen the Santander ads move in this direction since the spokespersons were cast, so this is not a surprising progression.

 

This all serves to set up the last description, of Santander of course – simple, personal and fair. The spot goes on to reference their customer numbers and satisfaction rate – their customers are ‘amongst the most satisfied on the high street.’ Santander’s new brand positioning is a continuation of the bank’s more human approach, and will guide the bank’s biggest ever campaign, supported with digital, OOH, cinema and print.

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Switch incentive with a twist

Switch incentive with a twist | black, white and read all over | Scoop.it
The bank suffered an increase in 'the switching out of current accounts' folllowing a disastrous 2013 which saw it taken over by US hedge funds
Team's insight:

The Co-Operative Bank has recently announced its new switch incentive with a roll-out of print ads: new customers receive a £100 offer, plus £25 donated to a leading charity of their choice. This follows their campaign in late 2013 reclaiming their position as an ‘ethical’ bank following the rescue deal that left the bank majority owned by private investors. The offer is also listed across The Co-operative Bank’s homepage.

 

It will be interesting to see whether customers will be similarly altruistically motivated to switch!

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Three's #SingItKitty

"When a pedal-pumping songstress meets a flat-faced dynamo.The latest advert from Three, starring The Girl, The Singing Cat and a whole load of silly stuff."

Team's insight:

Following on from the huge success of last year’s moon-walking pony, currently sitting at 8.5 million views on YouTube, Three has put out a new TVC in which a young girl and her sidekick, a lip-synching kitty, sing along to Jefferson Starship’s We Built This City while going for an afternoon cycle. The end line reads ‘We all need silly stuff’ and directs the viewer to #SingItKitty.

 

Like the moon-walking pony, #SingItKitty falls into the 'unexpected' territory. The social media impact of the owned hash tag and shareable content (you can make your own song at http://www.singitkitty.co.uk/ ) has been huge, and the TVC has been so popular that We Built This City is now at #25 on the UK's Top 40 Singles chart! Yet Three's cat and little girl have no direct relation to the brand, nor do they carry any RTB related brand messaging. It's just, as Three says, silly stuff.

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New Barclays mortgage TVC

What could your mortgage free you to do? To find out more: http://www.barclays.co.uk/remortgage
Team's insight:

Barclays has recently put out a new ad for 'My Flexible Mortgage' featuring a family of hamsters. Hafiz the hamster has been rolled out onto their mortgage home page and Facebook page, sharing what his My Flexible mortgage has freed him to do.

 

Lloyds has also recently come out with a new mortgage press ad but with a twist. They are capitalizing off the fact that they are 'Britain's biggest mortgage lender.' In line with their 'Moments that matter' campaign, Lloyds are positioning themselves as a bank that is committed to helping the UK economy and the British population in the face of a negative image of the banking industry.

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first direct tops MSE list for best customer service

first direct tops MSE list for best customer service | black, white and read all over | Scoop.it
While six-month old TSB is rapped by customers for poor service, FirstDirect remains a favourite
Team's insight:

In the latest twice-annual survey for customer service by MoneySavingExpert, first direct once again comes out on top with 92% of customers rating its customer service as 'great' over the past six months. TSB  is at the opposite end of the scale, coming in last with only 37% of its customers rating the bank as 'great.' Not the best start for the new bank - their new campaign is acquisition focused and results like this may discourage people thinking of banking with or switching to TSB. 

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2014 Super Bowl commercials

2014 Super Bowl commercials | black, white and read all over | Scoop.it

"This year the record was broken for the fifth time in six years as the most watched television event in the nation’s history."

Team's insight:

As the most watched event on American television, it's no surprise that the ad slots from the Super Bowl came with stiff competition and a hefty price tag. Bud Lite took their usual first slot after kick-off with their #UpForWhatever campaign.  Other brands with ads on the night included Chrysler, Toyota, Pepsi and Butterfingers.

 

SodaStream also caused a stir as their ad was pulled by Fox for directly mentioning rivals Pepsi and Coca-Cola. The ad featuring Scarlett Johansson subsequently went viral. However, the most controversy came from Coca-Cola with their ad that saw Americans from different ethnic groups singing ‘America is Beautiful’ in different languages. To some this was a refreshing representation of what it is to be American, whilst others took to social media to express their disgust.

 

Either way, the Super Bowl managed a staggering 12 million social media mentions in the build-up to the day!

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Current account switching rises 54pc

Current account switching rises 54pc | black, white and read all over | Scoop.it

More than 300,000 switched currents accounts in the final three months of 2013, up 17pc on a year earlier, industry figures show

Team's insight:

The second wave of the Payment Council’s CASS advertising campaign kicked off in January, and the Payment Council is keen to continue the switching trend started at the end of 2013. Despite some reported glitches with the switching process (though the Payment Council reports that 99.6% of switches are successfully completed in 7 days*), the cash incentives offered by many banks are still a strong motivating factor. Kudos to first direct, one of the top two most popular banks to switch to on uSwitch.com.

 

*http://www.paymentscouncil.org.uk/media_centre/press_releases/-/page/2798/

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Lloyds, Halifax, Bank of Scotland and TSB IT glitch left many unable to withdraw cash or use debit cards

Lloyds, Halifax, Bank of Scotland and TSB  IT glitch left many unable to withdraw cash or use debit cards | black, white and read all over | Scoop.it

"If you're unhappy with your bank's service, then ditch and switch elsewhere… There's a number of switching incentives being offered at present including a £100 bonus for new First Direct customers."

Team's insight:

This most recent hardware malfunction (the latest in a spate of bank ATM software issues stretching from this past December to the summer of 2012) is an embarrassment these banks could have done without. This article shares avenues for customers to take should they have been left out of pocket as a result of these banking glitches. One of their suggestions is to switch banks, citing easier switching processes (thanks, CASS!) and incentives, including a mention of first direct’s £100 offer.

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Virgin Money's 3 new mortgages available for two weeks only

Virgin Money's 3 new mortgages available for two weeks only | black, white and read all over | Scoop.it
Virgin Money has launched three new competitive fixed term mortgages available only until November 20th including a two-year fix for first-time buyers at 3.99%.
Team's insight:

Talk around mortgages is amping up thanks to the new Help to Buy scheme, and Virgin Money is getting on the bandwagon with a unique proposal. They are offering three competitive fixed term mortgages, but these are only available for two weeks. We wonder if they will release any mortgage comms, perhaps in the same style as their recent 'Banking with a bit of soul' campaign (http://www.campaignlive.co.uk/news/1212871/).

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Virgin America makes the best airline safety video ever

From Wired.com: "We might finally pay attention [to saftey videos] again, because Virgin America just won the award for the most spectacular pre-flight safety video every produced."

 

Team's insight:

Talk about taking a mundane space and engaging your customer! Virgin America have taken what is typically a boring saftery requirement to a new level, and are racking up the earned media and brand credentials. This is an excellent example of inside-out marking, making their brand true at every touch point. Check out http://www.virgin.com/travel/reinventing-in-flight-safety for more background.

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