FINANCE | WESTERN UNION, HSBC,
CLEARSCORE, ABN AMRO
Brand positioning and platform. Research, creation of specific programmes and services, global and UK integrated campaigns across ATL, media sponsorships, digital, CRM, retail, B2B and internal comms.
Western Union: 'Send more than money' brand platform
Faced with stiff competition from digital-first start-ups such as Moneygram and Wise, Western Union, who was long seen as old-fashioned and retail-based, needed to reassert its leadership in the money transfer sector. We developed a new strategy based on the insight that, for our customers, sending money lets them play a role in the lives of their loved ones, strengthening their connections to the people and all the places they call ‘home’. The new platform ‘Send more than money’ dramatises this approach in a way that captures the emotional benefit of sending money to loved ones, bringing it to life with authenticity and impact.Â
The integrated launch campaign comprises TV, print, radio, digital and social and was rolled out across Western Union’s 195 markets. In a conventionally functional category, these executions create a new tone of voice for the brand which sets it apart from its competitors.
HSBC Safeguard: Programme Launch
Off the back of the money laundering scandal, HSBC was facing significant fines and the threat of business closures by regulators if they didn't abide by strict financial compliance rules that involved securing additional personal details from all new and existing customers. A process that would likely see customers switch banks or lose their accounts based on a trial run in Guernsey with a response rate of only 3%. Extensive quant and qual research allowed us to fine-tune a fitting narrative to allow for the best customer response and affect behavioural change. This was mapped out across the entire consumer journey from reminder letters, emails, texts and call centre scripts to intranet and website hubs, brochures, videos and posters. Comprehensive toolkits were developed for all sectors of business including retail, commercial and global market banking, and across key markets such as the US, UK, UAE, Hong Kong, Brazil and Switzerland. The initial response of the new Safeguard programme exceeded the KPI of 45% rising to over 60% in the following quarter.
ClearScore: Channel 4 - Married at First Sight Australia sponsorship idents
To elevate ClearScore's 'Be ClearScore Sure' brand platform and raise awareness among a younger mass audience, we worked with the Channel 4 team to secure a sponsorship with MAFSA across three series, launching on E4 and All 4. The campaign included eight bespoke idents with each vignette mirroring wedding certainty such as catching the bouquet or a proposal, paralleling ClearScore’s promise of financial clarity and helping provide confident credit decisions.
The successful partnership reached over 2.2 million viewers and helped double sign-ups to ClearScore's platform during the period.
ABN Amro:Â Consumer and Commercial Banking
With ABN Amro's first global platform 'Making more possible' we sought to unite customers and the bank to highlight that together even the greatest goals can be achieved. Targeting the mid-market segment with a particular focus on new growth markets like China and India, the simple and striking creative approach cut through the clutter, especially in high footfall areas like airports where the campaign first launched. Cascaded through ATL, BTL and digital/web this approach managed to significantly increase brand awareness and recall in all 14 key markets.
