Initial Research

Campaigns

The best campaigns take something that seems like an unlikely pair and makes them work together perfectly. 

In this ad Vinnie Jones teaches you how to do CPR, it is straight talking and memorable. It gives a hard edge to what could be considered a doctors or a nurses job.

This simple advert for Kmart gives a humorous and lighthearted feel to a relatively lifeless store.

Lynx Space

Lynx generated a lot of publicity by offering someone the chance to go to space. Along with their usual 'wear Lynx, get the girl' positioning this was something completely different that spanned tv, web and social media.

Old Spice

Old Spice hits its target audience well by using up to date humour, taking advantage of viral promotion and a solid, straight forward tone of voice.

Their most recent campaign has involved mock adverts that are intended to be shared on social media and then when the page is clicked it diverts to a custom advert featuring the face of Old Spice, Isaiah Mustafa.

Drop a glass size

This campaign persuades you with a barrage of facts. Simply by cutting the size of your wine glass you wouldn't think it would have such a big effect.

By comparing how the figures stack up over time it puts the situation into perspective and convinces you to think again.

This would be very effective when applied to something like financial advice and saving support.

The end of the facts leads you on to an app you can download to monitor and support your cutting back of alcohol.

An app or some kind of social media involvement is essential when marketing towards a younger audience.

Coke Happiness

Coke released a heartwarming campaign which involved a virtual connection between India and Pakistan in which the two sides had to interact with each other to get a free can of Coke.

This was warmly received and put the political troubles between the two countries into perspective simply by using basic communication. (Whilst also marketing Coke)

In general the best campaigns don't focus on the product or idea being sold but the emotional benefit from using/ buying that product.

Faults

There are a lot of things that are off putting with the design used to attract people to use savings plans or other money related plans.

This is what is currently used to inform people about saving for a pension.

The alarm constantly vibrates as you are on the page. This is very irritating and stressful, almost as if they don't want you to read the information.

The biggest problem with it is that it is too corporate, boring and uninspiring. Just thinking about starting saving for a pension feels like your soul is slipping out of your eyes.

The focus needs to not be on digits and percentages and banking blue.

The design must:

• Use colours that aren't associated with finance
• Have a tone of voice that is simple and punchy - not 'your pension wake up call' (uncharismatic)
• Attach meaning to something inspiring and attention grabbing for the audience.
• Not be cheesy or blatantly a banker trying to wear trendy clothes. Must be natural and believable
• Be multi platform.