Real insight into an audience and/or a business can prove a real springboard for creativity and effectiveness.
Emerging from Lloyds TSB’s customer insight team, this was, in many ways, the perfect brief – clear, informed and providing salient information balanced by creative freedom.
The project was CeG’s intermediary mortgage service. Research showed brokers were unhappy with the service standards and several process improvements had been put in place to resolve the issues, particularly speed of response. Essentially this was the communication task.
Audience insight meanwhile showed our almost exclusively male audience to have a much higher than average interest in sport.
When you get creative ‘right’ it has the habit of looking obvious – once that is, it exists.
Using dynamic sporting imagery was the perfect analogy for the enhanced performance and sharpened responses of C&G’s services, complemented by carefully crafted copy. The blue backgrounds tied the campaign to the brand and visually it was dramatically different to anything else in the mortgage environment.
The results reflected the power of the idea and the clarity of the insight. In Project Mercury, an independent research tool which tracks awareness and willingness to recommend, the campaign scored the highest levels of recognition and lender consideration the study had ever recorded.