To build brand awareness for The Nottingham, promoting their ‘Whole-of-market’ mortgages launch in April 2014, and to support sales targets through both branch & telephone. Operating in a highly competitive market, The Nottingham needed to achieve standout to cut-through the noise created by market leading high street competitors, such as Barclays, Lloyds and Nationwide, each spending £30m+ pa.
With a modest budget in comparison to the competition, they were looking to attract the highly sought after younger affluent adult audience, renowned for being highly mobile, digitally savvy and passionate about their favourite TV programmes.
Our multi-media strategy centred around launching The Nottingham onto TV for the first time ever – a massive step-change internally! This involved the redeployment of their traditional local press and outdoor spend into more emotive TV and digital activity which enabled them to bring their proposition to life, creating brand fame and buzz in a more engaging way. The use of ITV regional macros and Sky Adsmart meant that TV airtime was tightly matched against their heartland and they could compete against their competitors who operated a more blanket national approach.
TV was supported with a mix of billboards and bus supersides which created a physical stamp across Nottingham’s heartland to defend it against others operating in the same area.
To capitalise on this increased brand presence and to ensure The Nottingham were visible, responsive and relevant when consumers were in market, we utilised local & regional radio, digital display and google adwords on an on-going basis resulting in a robust multi-media campaign that reached consumers at the right time, with the right messages, ultimately driving a solid mix of increased brand awareness and sales. ;
The campaign delivered some excellent positive improvements across the board resulting in a 3% increase in brand awareness, a 16% increase in advertising recall and a 6% increase in awareness of their whole of market mortgage service. Challenging sales targets were exceeded – and all this alongside competitor awareness scores falling in the same period!
Alchemy’s highly proactive and creative approach delivered on their promise to give us a bespoke solution that truly engaged with our target audience. The breadth and scope of their experience, coupled with strong relationships with media suppliers, meant we were able to punch above our weight against much bigger brands with greater spend and brand awareness. Alchemy consistently deliver a high level of customer service putting their client’s needs to the heart of their offering and I wouldn’t hesitate in recommending them as a trusted partner.
Clare Roberts, Campaign Manager