Cannes Lions

EGG CREDIT CARD

PUBLICIS MODEM, London / EGG / 2008

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Overview

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Credits

Overview

Description

In an increasingly commoditised marketplace consumers are being overwhelmed with the amount of information and products available. Against this background Egg needed to create a platform to aid longer term differentiation as a brand, whilst simultaneously driving sales of the Egg Card.Our brief, therefore, focused on two objectives:Differentiate Egg within the highly competitive UK financial services market

Execution

Consumer insights into what people want from their bank established that managing money should be simple and banks should help them feel in control of their finances.

We established that Egg could take ownership of this area in a way that traditional banks couldn't. Positioning Egg as a simple, straightforward bank, underpinned by ‘You know where you are with Egg’.

The campaign was brought to life in print with a handwritten, irreverent commentary debunking the advertising and amplifying the offers.

TV explains that Egg have hired a dolphin ‘Raoul’ to excite people with splashy tricks, identifying the purpose of the execution.

Outcome

The campaign reinforced Egg as a clear, straight-talking and up-front brand, which enabled simple money management and helped customers to help themselves.'Within 8 days of the campaign Egg had reached the January 2008 target, with a CPA four times more effective than anticipated.'

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