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MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
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.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
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 financial services brands use content marketing in India
Bindu Nair Maitra, Warc Exclusive, September 2013
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers.
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers. Alongside assuming the mindset more traditionally associated with publishers, each of these organisations is attempting to deal with regulatory limitations and identify which content forms and channels deliver the best results. As social networks, search and similar digital tools play an increasingly important role in the industry's future, so the creation, curation and dissemination of material by companies are expected to become truly vital for marketers.
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.
Mobile marketing in Asia: tips from Unilever, Prudential, McDonald's and BMW
Low Lai Chow, Event Reports, MMA Forum Singapore, August 2013
This event report looks at evolving attitudes towards mobile among big brands in Asia. Unilever is boosting its mobile adspend by between 200% and 500% in different markets, based on the view that this is the minimum base required just to keep up.
This event report looks at evolving attitudes towards mobile among big brands in Asia. Unilever is boosting its mobile adspend by between 200% and 500% in different markets, based on the view that this is the minimum base required just to keep up. Prudential and McDonald's have shown how precise strategies are developing, putting mobile games and video at the heart of their campaigns in turn, while BMW has used apps to attract affluent shoppers in Singapore.
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.
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