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BELOW THE LINE
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>>> How Far Would You Go? — DMA
The collective appeal of football among the male target group
was used to grab attention and interest in Ford’s ‘How Far
Would You Go?’ direct marketing loyalty campaign.
According to Sharon Mooney of creative agency DMA, the
market for spare car parts is extremely competitive and man-
agers often opt for ‘cheaper’ parts, rather than those of genuine
manufacturers. The target group for this campaign was not
aware that Ford parts were at least as inexpensive as non-brand
suppliers.
“We adopted a football theme for the promotion because of
the virtually universal appeal of football among the target group,”
she explains. “With this theme in mind, an attractive incentive
was offered — an opportunity to win tickets to the UEFA
Champions League final.”
The creative strategy of using a sporting theme emphasised
the competitiveness of Ford parts in a humorous and interesting
way. By including a wall chart detailing the match schedule a
‘presence’ was established in the actual workplace which
ensured a daily reminder of Ford’s message.
The campaign exceeded all sales targets, helping Ford Ireland
outperform all other Ford markets in Europe on a percentage
group basis.
>>> Not Just a Bank Card, Your Card —
RMG Target
Having taken the retail banking market by storm with its free bank-
ing product, Permanent TSB needed to reinforce its position as the
leading innovative challenger bank in Ireland during 2007.
Becoming the first bank to offer card personalisation was
seen as the differentiator that would help achieve this.
RMG Target’s Not Just a Bank Card, Your Card cam-
paign was designed to both launch the product and
consolidate Permanent TSB’s position with an integrated
through-the-line campaign that included direct response
TV, radio, print, in-branch merchandising and digital.
“There was a trend in the marketplace for personali-
sation,” explains RMG Target account director
Eadaoin McHugh (MMII). “This was key to the prod-
uct — it wasn’t just a bank card, it was your card
and it was about being able to express yourself.”
According to McHugh, research indicated
people would generally use pictures of their
kids and pets on their cards. The campaign
therefore played on scenarios that reflect
this. “With that we used a big track —
Blondie’s Picture This. The lyrics were a perfect fit. It
helped drive affinity and the brand credentials.”
During the first four weeks of the campaign, there was a signifi-
cant increase in the number of people taking up the offer, including
existing customers, new customers and people switching.
May/June ‘08 Marketing Age 47
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