Creating a buzz
Platform: Mobile Author: Alex Farber Source: nma.co.uk Published: 05.06.08
A wake-up call for the mobile creative advertising industry fell out of a clear blue sky this week via Honda's live skydiving TV ad. Mobile agencies need to start matching this creatively rather than just helping brands tick a mobile box and time-based campaigns offer a real opportunity. Aside from location-based awareness, which is regularly held up as a unique selling point for mobile marketing, phones also offer guaranteed immediacy for communications.
Brands can issue time-based calls-to-action and start to innovate in a new direction. Flash-mobbing where groups of people gather randomly for parties relies on instant and viral communication.
Mobile is in a prime position to pull off more brand-led live marketing campaigns. When you send a text message to a friend it's pretty certain it will arrive within seconds. The same is true of mass text-outs albeit with a slightly longer delay. And generally consumers can't resist reading an SMS message the moment it arrives.
The vision and chutzpah of Honda's advert, which showed a team of skydivers spelling out the word Honda while in freefall, was engaging, exhilarating and innovative. Even watching it for the first time a few days later on YouTube I found myself worried that the skydivers wouldn't manage to pull it off.
If the same sort of buzz can be invoked around a mobile campaign then the medium is really starting to prove how original it can be.
Friday, 6 June 2008
Competitors
More Than launches women's only motor insurance
by Alex Brownsell Marketing 06-Jun-08, 10:49
LONDON - Insurance provider More Than is to take on HBOS-owned Sheilas' Wheels in the women's drivers' space.
The Royal & SunAlliance-owned brand is launching More Than Women Drivers' Insurance, a female-targeted insurance featuring 'female friendly' repairers, £300-worth of handbag cover, and child car-seat replacement following any accident.
Women Drivers' Insurance also includes generic services like a mobile phone locator, priority roadside assistance and a replacement vehicle within two hours.
Product manager Jane Foster said the new insurance package targeted women whose main concern is safety in the event of an accident or breakdown. The product is available to buy both online and at high street stores.
Lloyds TSB unveils direct pushes for Corporate Markets division
By Jacquie Bowser Brand Republic 06-Jun-08, 10:40
LONDON - Lloyds TSB is launching a direct marketing campaign that combines new media and post to raise awareness of its Corporate Markets division.
The bank worked with the Royal Mail and Sony DADC to create an interactive CD that is personalized and tailored for each of its 10 Corporate Market regions across the UK.
The CDs, which will be sent to prospective customers, contain customer interviews, local case studies and local contact details that inform the recipients about the division's capabilities.
It also aims to encourage prospects to book appointments with their local relationship directors via an online booking form.
The case studies and customer testimonials found on the CD mirror those showcased in Lloyds TSB Corporate Markets' current "Capabilities" advertising campaign, which has been rolled out nationwide.
Ryan Haylock, project manager and assistant marketing manager for Lloyds TSB Corporate Markets, said: "We are constantly looking for ways to improve our customer communications and experience has taught us that personalisation is key to connect with customers and prospects.
"This individual, tailored approach works well with the relationship approach that we adopt for corporate banking, and we hope this will deliver real results for our locally based, relationship banking teams."
There will also be follow-up email and telemarketing after the CD mailing.
The Royal Mail and Sony DADC used their Personalised Integrated Media software to create the CDs for Lloyds TSB. The software allows companies to include information for a wide range of customers but program it so that content is tailored to individual recipients.
Antony Miller, head of media development at Royal Mail, said: "This revolutionary marketing solution fuses traditional post and digital media, enabling businesses to reach their customers with a truly personalised communication that is accountable and measurable."
by Alex Brownsell Marketing 06-Jun-08, 10:49
LONDON - Insurance provider More Than is to take on HBOS-owned Sheilas' Wheels in the women's drivers' space.
The Royal & SunAlliance-owned brand is launching More Than Women Drivers' Insurance, a female-targeted insurance featuring 'female friendly' repairers, £300-worth of handbag cover, and child car-seat replacement following any accident.
Women Drivers' Insurance also includes generic services like a mobile phone locator, priority roadside assistance and a replacement vehicle within two hours.
Product manager Jane Foster said the new insurance package targeted women whose main concern is safety in the event of an accident or breakdown. The product is available to buy both online and at high street stores.
Lloyds TSB unveils direct pushes for Corporate Markets division
By Jacquie Bowser Brand Republic 06-Jun-08, 10:40
LONDON - Lloyds TSB is launching a direct marketing campaign that combines new media and post to raise awareness of its Corporate Markets division.
The bank worked with the Royal Mail and Sony DADC to create an interactive CD that is personalized and tailored for each of its 10 Corporate Market regions across the UK.
The CDs, which will be sent to prospective customers, contain customer interviews, local case studies and local contact details that inform the recipients about the division's capabilities.
It also aims to encourage prospects to book appointments with their local relationship directors via an online booking form.
The case studies and customer testimonials found on the CD mirror those showcased in Lloyds TSB Corporate Markets' current "Capabilities" advertising campaign, which has been rolled out nationwide.
Ryan Haylock, project manager and assistant marketing manager for Lloyds TSB Corporate Markets, said: "We are constantly looking for ways to improve our customer communications and experience has taught us that personalisation is key to connect with customers and prospects.
"This individual, tailored approach works well with the relationship approach that we adopt for corporate banking, and we hope this will deliver real results for our locally based, relationship banking teams."
There will also be follow-up email and telemarketing after the CD mailing.
The Royal Mail and Sony DADC used their Personalised Integrated Media software to create the CDs for Lloyds TSB. The software allows companies to include information for a wide range of customers but program it so that content is tailored to individual recipients.
Antony Miller, head of media development at Royal Mail, said: "This revolutionary marketing solution fuses traditional post and digital media, enabling businesses to reach their customers with a truly personalised communication that is accountable and measurable."
Insurance Related Issues
TESCO MOVES TO BUY-OUT ROYAL BANK OF SCOTLAND FROM JOINT VENTURE CHESHUNT, UK:
Britain's largest supermarket chain Tesco is set to buy out cash-strapped Royal Bank of Scotland from their 50/50 joint venture, Tesco Personal Finance. RBS, hitherto perceived (like prime minister GordonBrown) as an impregnable bastion of Caledonian fiscal stolidity, is currently struggling to bolster its battered balance sheet.To this end it is attempting to sell its RBS Insurance operation, currently producing around £500 million ($989.6m; €636.0m) in annual profits.
The bank is also on the verge of a £12 billion rights issue. Although a host of potential bidders have expressed an interest in the RBS insurance arm, none are reportedly willing to pay the £7bn asking price. Meantime, Tesco, whose profits last year hit £2.55 billion, now seeks to avoid any potential fallout from RBS's woes by acquiring 100% ownership of their decade-old joint venture. Under the terms of the putative deal, RBS will continue to provide back-office services to Tesco Personal Finance during a transition period. Once a sale is inked, TPF chief executive Robin Bulloch, will quit to rejoin RBS. In the year to February 23, TPF generated a net profit of £128m.Data sourced from Financial Times; additional content by WARC staff , 03 June 2008
Britain's largest supermarket chain Tesco is set to buy out cash-strapped Royal Bank of Scotland from their 50/50 joint venture, Tesco Personal Finance. RBS, hitherto perceived (like prime minister GordonBrown) as an impregnable bastion of Caledonian fiscal stolidity, is currently struggling to bolster its battered balance sheet.To this end it is attempting to sell its RBS Insurance operation, currently producing around £500 million ($989.6m; €636.0m) in annual profits.
The bank is also on the verge of a £12 billion rights issue. Although a host of potential bidders have expressed an interest in the RBS insurance arm, none are reportedly willing to pay the £7bn asking price. Meantime, Tesco, whose profits last year hit £2.55 billion, now seeks to avoid any potential fallout from RBS's woes by acquiring 100% ownership of their decade-old joint venture. Under the terms of the putative deal, RBS will continue to provide back-office services to Tesco Personal Finance during a transition period. Once a sale is inked, TPF chief executive Robin Bulloch, will quit to rejoin RBS. In the year to February 23, TPF generated a net profit of £128m.Data sourced from Financial Times; additional content by WARC staff , 03 June 2008
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