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Winners & Commended wards for Marketing Effectiveness 2015 Winners & Commended The Judges Jamie Brookes Managing Director, MHP Communications Kirsten Burt Executive Director, Head of Marketing, UK & Jersey, UBS Wealth Management Lucian Camp Principal, Lucian Camp Consulting Leslie de Chernatony Professor of Brand, Marketing, Aston Business School Suzanne Collins Executive Director, Head of Marketing UK, Coutts & Co Jet Cooke Director, iShares UK Marketing, BlackRock David Cowan Managing Director, The Financial Services Forum Mark Evans Group Marketing Director, Direct Line Bill Gilbert Head of International Business Development, Riverside Group Ian Holmes-Lewis Founder and CEO, Zzappit Catherine Kehoe MD, Group Brands & Marketing, Lloyds Banking Group David Lundholm Director, Group Corporate Development, BGL Group Peter Markey Chief Marketing Officer, Post Office Malcolm Oliver Contributing Author, Argent Alan Thompson Chief Executive, The Haystack Group Anthony Thomson Founder, Metro Bank and Atom. Chairman, The Financial Services Forum and National Skills, Academy for FS Helen Westbrook Head of Marketing – Europe and Middle East, HSBC Private Bank Dileas Winslow former Marketing Communications Director Protection, Legal & General David Wright Marketing Director, Police Mutual Stephen Wynne-Jones Head of Marketing, Cofunds Ltd The Financial Services Forum Awards for Marketing Effectiveness are dedicated to recognising and rewarding proven success in the creation and promotion of financial services and products. Since the Awards were introduced in 2002, their purpose has remained consistent: to create a better understanding of the role and impact of marketing; to prove, beyond doubt, that marketing can be effective; and to promote and reward marketing effectiveness. Our Awards remain the only ones committed to recognising marketing effectiveness in financial services. Size of budget is not the driver of success. Creativity is only one part of the process. It is the overall contribution to business performance, and effectiveness, that counts. The number of Award entries continues to grow, with financial services organisations and their agencies delivering creative and innovative campaigns that have achieved outstanding results. Can I thank all the entrants, the judges for their continued support and effort, but most of all congratulate the winners and commended entries for their outstanding achievements. David Cowan Managing Director The Financial Services Forum A The revolutionary Sky AdSmart allows businesses of all shapes and sizes to use the power of TV advertising for the first time. Available on some of the UK’s biggest TV channels, Sky AdSmart allows targeting of particular household types based on multiple attributes including postcode area, affluence and lifestyle. Sky AdSmart is already transforming forward thinking businesses – so invest in the nation’s most loved and effective advertising platform. Sky AdSmart - The Power of TV, Enhanced. Advertising Sponsored by Winner Direct Line: The ‘Fixer’ Campaign Thirty years ago, Direct Line was a veritable tour de force, its game-changing ‘direct’ insurance proposition as well-known as its pillarbox-red phone. Once king of the market rankings, over the years its crown had slipped, with revenue suffering as a consequence. While the price-comparison website grew in popularity, offering competitive prices and cuddly toys, Direct Line lost its identity and connection with customers. Thanks to a proactive, top-to-bottom overhaul of their brand proposition – involving an innovative integrated campaign – they have turned things around and seen their highest-ever online engagement, with Direct Line becoming the first insurance brand to trend on Twitter. Judges’ Comments: Although there was a drop in the number of entries in this category, this was a belting entry and a worthy winner. Reversing six years of decline, this very distinctive campaign was big, bold and brave. Commended The Co-Operative Bank: Close Brothers (The Gate): Standard Life Investments: Fight Back Campaign Modern Merchant Banking Ryder Cup The Co-operative Bank’s ‘fight-back’ campaign Launch Campaign In its mission to become the best global asset was initiated to transform their damaged brand This campaign united Close Brothers – a manager, Standard Life Investments sought to from being synonymous with scandal and multi-faceted business that had never before raise brand awareness among key audiences, crises to being the ethical bank once again. advertised as a group – behind a single, simple reinforcing values such as teamwork, Insight told us that consumers wanted a bank idea borne out of an insight rooted in Close heritage and performance excellence. that behaved with ethics and values and that Brothers’ history. Using respected national Utilising sponsorship of the 2014 Ryder Cup they could own this territory. media, a consistent creative expression and provided an ideal platform, with a multi-media advertising campaign built around the theme They ran an advertising campaign to influence recognisable branded assets, the campaign demonstrably increased preference for Close World Class as Standard. Various metrics consumers’ perceptions by making more demonstrate the campaign’s success in raising people aware of their heritage of ethical Brothers and resulted in significant business growth. global visibility and perceptions, while genuine banking. media partnerships delivered significant ROI. In Driven by the need to standout in a cluttered addition, efforts up to and including the 2014 market, they selected a disruptive and tournament provided a strong platform for non-conventional creative approach with a sponsorship of the 2016 Ryder Cup. broadcast heavy media strategy. UNIQUE AND INDEPENDENT RESEARCH C STRATEGIC MEDIA Specialist media INTELLIGENCE intelligence, planning and buying for the investment LOCAL management KNOWLEDG E GLOBAL industry COVERAG E MEDIA CONSULTANCY PLANNING AND BUYING London • Dubai • Hong Kong • Boston www fundamentalmedia.com Content Marketing Sponsored by Winner SunLife: Beard Insurance SunLife created a range of entertaining hero, hub and hygiene content to launch a ‘new product’ – beard insurance – on April 1st, to reach a younger audience, reposition SunLife, drive traffic to our website and engage prospects on social media, as well as get national press coverage. Content created included a video, photography, web page, blog, online beard insurance calculator and more. On April 1st, the video was viewed online 105,000 times (in a single day), web traffic increased 400%, they got over 3,000 social comments, a reach of over 800,000 and £240,000 of press coverage. Not a bad day’s work. Judges’ Comments: A new category with some very good entries, but there was a clear winner that has set a high standard for others to follow. A huge reach for a small budget and a highly-commendable return on investment. Commended Aviva (Teamspirit): An Unprecedented Tax Year End This was an unprecedented tax year end with a multitude of rule changes. Aviva’s challenge was to generate revenue growth and increase platform usage, despite the added complexity. Their strategy to equip advisers with knowledge to understand the opportunity and tools to communicate with their own clients worked. Using a content rich approach which was highly targeted through use of marketing automation, they beat every one of their campaign metrics across a broad set of media. Engagement levels were higher than anticipated and they achieved a 45% increase in platform transactions and sales targets achieved early. Corporate Social Responsibility Sponsored by C Winner BNY Mellon / Newton Investment Management (AML): Changing History A five-year partnership between BNY Mellon, Newton Investment Management and Boat Race Company Limited has transformed this great British institution. The Newton Women’s Boat Race now enjoys parity with the men’s in funding, support, course venue and race date. As a lead media event with a global audience, the exposure that this story has enjoyed has attracted other organisations to support the advancement of diversity and parity of opportunity in many pursuits – from sport to the workplace, and from the international stage through to local communities. Judges’ Comments: This was a very close category and the judges were impressed with the improvement in the quality and quantity of entries. In a category that is always going to be hard to measure effectiveness, the winner managed to capture a wide range of metrics, showing both reach and impact. Commended Direct Line (Citigate Dewe Rogerson): The Hidden Issue of Female Drink Driving What if you uncovered information that had the potential to rewrite received wisdom on drink-driving? In 2014 Direct Line found itself in such a position, when a research report it had sponsored revealed that whilst drink-driving overall was decreasing, the reverse was true amongst older women. Realising that this flew in the face of received wisdom (almost all communications have targeted male drivers, since the first drink-driving campaign appeared 50 years ago) it created a campaign in partnership with Citigate Dewe Rogerson that would both educate drivers and, crucially, those within the road safety industry. Customer Loyalty & Retention Sponsored by Winner Aviva (Cherry London): Aviva Advantages Insurance is typically an annual grudge purchase, giving customers little reason to build a relationship with their insurer. In response, Aviva developed a nationwide, digitally-enabled
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