Monopoly City Streets by Tribal DDB
Tribal DDB created the biggest online game of Monopoly ever, using Google Maps to take the game into the real world. More on Tribal DDB's award winning campaign.Engage for Finance Round Up
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Perhaps unsurprisingly, given yesterday’s pre-budget announcement, the focus of the early part of Engage for Finance 2008 was on the tough economic environment faced by all online financial marketers.
Tuesday, 25 November 2008
Kicking things off, the IAB’s director of marketing Kieron Matthews jokingly speculated that while we were attending the conference the rest of the population would be busy spending, taking advantage of the 2.5 per cent drop in VAT. Mel Carson, adCenter Community Manager at Microsoft Advertising, admitted to being surprised that the event was being held at Centrepoint, the London venue that has given its name to a homeless charity. Aurore Hult, Account Director at TradeDoubler, spoke of “a tingling nervousness about what’s going to go on in the financial markets”. Guy Beresiner, Head of Client Strategy at Yahoo!, argued that given the current climate “the pressure is on”.
But, as well as raising concerns, this year’s event attempted to offer some advice on how finance brands can navigate through the current choppy waters.
For Kieron Matthews, the key was to “adopt, adapt and improve”. Another vital piece of the jigsaw for him was to understand the customer journey – a theme that would become a regular feature of this year’s event. “We need to get away from the direct response element of online marketing,” said Matthews. “With financial marketing, there isn’t a ‘leap out the chair’ moment”.
This concept was expanded upon by Tom Pearman, Finance Category Development Manager, Microsoft Advertising, who argued that we need to “get away from the ‘last click’ mentality.” Pearman continued: “The final touch point only accounts for six per cent of customer decisions. We are missing out on 94 per cent”.
Another key for Pearman was engagement, something that online traditionally does well. As an example he talked about the current Barclaycard waterslide advert which features an interactive game element. “The game takes two minutes,” said Pearman, “but it’s a different kind of engagement”, that integrates seamlessly with the TV ad.
This point was picked up on by Ian Carrington, Industry Leader, Financial Services at Google. “How engaged are you when you go past a billboard compared to when you go on Facebook?” he asked.
As an example of a financial brand using search effectively Carrington highlighted the recent Capital One campaign which used the strapline “Big Fat Nothing”. When the campaign broke, typing “Big Fat Nothing” took the user straight to the Capital One offer – a fantastic return on a search term investment that, according to Carrington, would have cost “a couple of pence”.
Several years ago few would have believed that the majority of the UK population would engage on some level in online banking. The fledgling mobile banking industry is in a similar position now. Presenting a possible model for the future were Tam Roseveare, Head of Business Development at Flix Marketing and Kate Hussey, Digital Account Director of Steak.
The pair outlined the work they had carried out for online-only insurance firm Swiftcover, explaining the difficulties of building a transactional mobile website that works across 1,042 different handsets, and arguing that “If you are running digital financial campaigns, you should be thinking about mobile”. During the presentation Kieron Matthews put the Swiftcover service to the test on his Blackberry. Sure enough within ten minutes he was quoted a price of £241 for his car insurance.
This vision of the future may not have been quite as surprising as that offered by Catriona Campbell, Founder of Foviance and Paul Dawson, Experience Director at Conchango. A short film from Microsoft’s Industry Innovations Group, showed the bank of the future, complete with ambient interfaces and Minority Report-style iris recognition technology. Looking specifically at the online financial consumer’s experience, Dawson went on to argue that the future of digital advertising would be about “being useful” and “being loved”. Innovation though was the key argued Campbell. “Great ideas come out of difficult times”, she said. A useful lesson for modern times.
Tuesday, 25 November 2008
Downloads Available:
- Presentation from Kieron Matthews IAB
- Adobe PDF File (5688k)
- Presentation from Tom Pearman and Mel Carson Microsoft Advertising
- Adobe PDF File (2474k)
- Presentation from Aurore Hult and Wulfric Light-Wilkinson TradeDoubler
- Adobe PDF File (5472k)
- Presentation from Sean Gilchrist Barclays Bank PLC
- Adobe PDF File (8508k)
- Presentation from Tam Roseveare Flix Markting and Kate Hussey Steak Ltd
- Adobe PDF File (1213k)
Kicking things off, the IAB’s director of marketing Kieron Matthews jokingly speculated that while we were attending the conference the rest of the population would be busy spending, taking advantage of the 2.5 per cent drop in VAT. Mel Carson, adCenter Community Manager at Microsoft Advertising, admitted to being surprised that the event was being held at Centrepoint, the London venue that has given its name to a homeless charity. Aurore Hult, Account Director at TradeDoubler, spoke of “a tingling nervousness about what’s going to go on in the financial markets”. Guy Beresiner, Head of Client Strategy at Yahoo!, argued that given the current climate “the pressure is on”.
But, as well as raising concerns, this year’s event attempted to offer some advice on how finance brands can navigate through the current choppy waters.
For Kieron Matthews, the key was to “adopt, adapt and improve”. Another vital piece of the jigsaw for him was to understand the customer journey – a theme that would become a regular feature of this year’s event. “We need to get away from the direct response element of online marketing,” said Matthews. “With financial marketing, there isn’t a ‘leap out the chair’ moment”.
This concept was expanded upon by Tom Pearman, Finance Category Development Manager, Microsoft Advertising, who argued that we need to “get away from the ‘last click’ mentality.” Pearman continued: “The final touch point only accounts for six per cent of customer decisions. We are missing out on 94 per cent”.
Another key for Pearman was engagement, something that online traditionally does well. As an example he talked about the current Barclaycard waterslide advert which features an interactive game element. “The game takes two minutes,” said Pearman, “but it’s a different kind of engagement”, that integrates seamlessly with the TV ad.
This point was picked up on by Ian Carrington, Industry Leader, Financial Services at Google. “How engaged are you when you go past a billboard compared to when you go on Facebook?” he asked.
As an example of a financial brand using search effectively Carrington highlighted the recent Capital One campaign which used the strapline “Big Fat Nothing”. When the campaign broke, typing “Big Fat Nothing” took the user straight to the Capital One offer – a fantastic return on a search term investment that, according to Carrington, would have cost “a couple of pence”.
Several years ago few would have believed that the majority of the UK population would engage on some level in online banking. The fledgling mobile banking industry is in a similar position now. Presenting a possible model for the future were Tam Roseveare, Head of Business Development at Flix Marketing and Kate Hussey, Digital Account Director of Steak.
The pair outlined the work they had carried out for online-only insurance firm Swiftcover, explaining the difficulties of building a transactional mobile website that works across 1,042 different handsets, and arguing that “If you are running digital financial campaigns, you should be thinking about mobile”. During the presentation Kieron Matthews put the Swiftcover service to the test on his Blackberry. Sure enough within ten minutes he was quoted a price of £241 for his car insurance.
This vision of the future may not have been quite as surprising as that offered by Catriona Campbell, Founder of Foviance and Paul Dawson, Experience Director at Conchango. A short film from Microsoft’s Industry Innovations Group, showed the bank of the future, complete with ambient interfaces and Minority Report-style iris recognition technology. Looking specifically at the online financial consumer’s experience, Dawson went on to argue that the future of digital advertising would be about “being useful” and “being loved”. Innovation though was the key argued Campbell. “Great ideas come out of difficult times”, she said. A useful lesson for modern times.
