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Putting the fizz Into finance: How emotional advertising helped HSBC change its global image
MRS Awards, Finalist, MRS Awards, December 2013
This article explains how HSBC used research to inform the development of a global emotional advertising campaign.
This article explains how HSBC used research to inform the development of a global emotional advertising campaign. Financial services advertising is usually rational, but research had shown emotional advertising to be more effective. HSBC created a series of ads with an emotional appeal, with each one tested through research and found to be successful. This led to a change in approach: instead of rational ads for each the company's business units, an over-arching campaign with the brand emphasised was created.
MasterCard evolves ‘Priceless’ campaign with QR code based shopping app
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign.
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign. The app allows users to scan QR codes at a location and pay for goods through the app, and has been used in coffee shops, cinemas and sports stadiums. The app makes purchasing easier and more rewarding for the consumer. It is not designed to drive sales, but to enhance the customer's experience and therefore build an emotional connection with the MasterCard brand.
Embracing the new: Marie Devlin serves customers' passions at American Express
Robin D Schatz, ANA Magazine, Autumn 2013
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company.
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company. It looks at American Express' change in approach, which seeks to open up its services to people who traditionally wouldn't have considered themselves customers of the brand. It has previously been seen as a symbol for those who are already advantaged; Devlin has sought to change this message to one that says its customers are advantaged because of their American Express membership. It is doing this through products such as Bluebird, which is seen as an alternative to debit and checking accounts and sold only through Walmart, the retail corporation, and initiatives such as the Passion Project, which profiles people's projects in a series of YouTube videos.
How HSBC links sponsorship to business success
Low Lai Chow, Event Reports, Sports Matters, September 2013
This report addresses how HSBC, the financial services group, has transformed its approach to sponsorship.
This report addresses how HSBC, the financial services group, has transformed its approach to sponsorship. Previously, the company mixed the “fantastic” and the “ludicrous” when forming affiliations and tie-ups, but now every programme is closely linked to its business objectives. This includes making an impact in its priority markets around the world, as well as working with events and partners that match the values of the HSBC brand, with sports like golf and rugby featuring prominently.
How Citi Bike transformed perceptions of Citibank
Stephen Whiteside, Event Reports, Advertising Week, September 2013
This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image.
This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image. Despite initial launch problems and fierce criticism, once the Citi Bike program started running, New Yorkers responded positively. The decisions behind the sponsorship deal lay on two foundations: that New York is one of its top markets and that the bike-sharing scheme dovetailed neatly with an ad campaign the company ran, based on the transformations it had previously inspired. As well as the unique touchpoints of the bikes themselves, there have been branded billboards, functional benefits for Citi customers and a location-based mobile app. While gathering internal support was a challenge, overall the sponsorship has successfully humanised the brand and delivered useful insights for shaping Citi's future strategy.
Visa learns vital lessons from Latin America
Stephen Whiteside, Event Reports, The Festival of Media LatAm, September 2013
This report describes how Visa, the financial services provider, has used social media and sporting events related campaigns, including sponsorship, in Latin America.
This report describes how Visa, the financial services provider, has used social media and sporting events related campaigns, including sponsorship, in Latin America. Latin America is formed of diverse and fluctuating markets which require a balance of global and localised advertising campaigns. Visa has used sporting events to create global campaigns which have then been adapted to the Latin American market, such as around the 2012 Olympic Games, in addition to local campaigns based on national sporting events. Social media has proved important to Visa for testing campaign concepts on a smaller scale before rolling them out. They argue that to maximise social media marketing content should not be intrusive, but positive for the consumer in providing humour or unique content. Visa takes a platform-neutral approach to social media in order to create a seamless experience for users across devices: this is especially important when creating content around sports as consumers are likely to access it on-the-go.
MasterCard's "10 Cs" of digital and social marketing
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This event report provides details about the formula used by MasterCard, the financial services company, when it pursues any major digital marketing initiative.
This event report provides details about the formula used by MasterCard, the financial services company, when it pursues any major digital marketing initiative. The first of the “10 Cs” informing this approach is arguably the most important: the consumer. By focusing on how the consumer thinks, MasterCard is then able to envision what any relevant connections, conversations, communities, change, copy, creative and context may look like. The firm’s cause-related marketing builds on each of these areas. And its calculations show the return on investment from its activity, and acts as a guide to its future investment.
Barclays PLC (Financial)
Euromonitor Profiles, August 2013
This Company Profile from Euromonitor provides key details and analysis of Barclays. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market.
This Company Profile from Euromonitor provides key details and analysis of Barclays. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market. Brand opportunities and strategy are identified and recommendations for the future offered.
Preparing for the "sensory era": Digital insights from ad:tech Melbourne
Andrea Sophocleous, Event Reports, ad:tech Melbourne, July 2013
This event report looks at how marketers can prepare for the "sensory era", when digital technology will permeate life to such an extent that information covering everything from what groceries need to be stocked up in the fridge to the amount of exercise an individual has done during the day will be accessible in real time.
This event report looks at how marketers can prepare for the "sensory era", when digital technology will permeate life to such an extent that information covering everything from what groceries need to be stocked up in the fridge to the amount of exercise an individual has done during the day will be accessible in real time. In such a climate, using technology in innovative and relevant ways will be the differentiator for brands. Taking a more collaborative approach - whether externally by listening more closely to customers or internally by breaking down silos between different business functions - will also be essential to thriving in this new world.
Citibank plans for the mobile future
Stephen Whiteside, Event Reports, APPNATION, May 2013
This event report discusses mobile app development at Citi, the global retail bank, and how this is used to drive usage of their debit and credit card products.
This event report discusses mobile app development at Citi, the global retail bank, and how this is used to drive usage of their debit and credit card products. It describes the development of Citi's digital proposition from online banking to mobile and tablet: originally online drove mobile banking, but now people are increasingly trying the mobile app before online banking. Also discussed are some of Citi's app development plans. Citi takes a global approach to app development, keeping in mind the requirements of every market at each stage so that products can be adapted without costly repetition of labour.
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