Awards for Marketing Effectiveness

2013

Winners & Commended

Awards for Marketing Effectiveness 2013The Financial Services Forum Awards for Marketing Effectiveness are dedicated to recognising and rewarding proven success in the creation and promotion of financial services and products.

Since the Awards were introduced in 2002, their purpose has remained consistent: to create a better understanding of the role and impact of marketing; to prove, beyond doubt, that marketing can be effective; and to promote and reward marketing effectiveness.

Our Awards remain the only ones committed to recognising marketing effectiveness in financial services. Size of budget is not the driver of success.Creativity is only one part of the process. It is the overall contribution to business performance, and effectiveness, that counts.

The number of Award entries continues to grow, with financial services organisations and their agencies delivering creative and innovative campaigns that have achieved outstanding results.

Can I thank all the entrants, the judges for their continued support and effort, but most of all congratulate the winners and commended entries for their outstanding achievements.

David CowanManaging Director The Financial Services Forum

JudgesJamie Brookes Global Head of Asset Management Communications, BNY Mellon

Leslie de Chernatony Professor of Brand Marketing, Aston Business School

David Cowan Managing Director, The Financial Services Forum

Ian Ewart Global Head of Products, Services and Marketing, Coutts and Co

Bill Gilbert former Managing Director, AEGON Direct Marketing Services Europe

Catherine Kehoe MD, Brands & Marketing, Lloyds Banking Group

Clive Kornitzer Chief Operating Officer, OneSavings Bank

David Lundholm Director, Group Corporate Development, BGL Group

Pete Markey Chief Marketing Officer, RSA Group

Malcolm Oliver Contributing Author, Argent

Alan Thompson Chief Executive, The Haystack Group

Anthony Thomson Founder and former Chairman, Metro Bank; Chairman The Financial Services Forum; Chairman, National Skills Academy for Financial Services

Helen Westbrook Head of Marketing – Europe and Middle East, HSBC Private Bank

Dileas Winslow former Marketing Communications Director Protection, Legal & General

Advertising

Winner

Standard Life Investments: MyFolio Campaign for UK Financial AdvisersAhead of the implementation of the Retail Distribution Review, many IFAs looked to outsource investment management into cost effective, risk-based investment options. At Standard Life Investments, we launched the MyFolio range to provide a ready-made solution. It consists of 25 funds that give investors the ability to invest based on their attitude to risk and preferred investment style. Having identified a gap in the market, we then needed to promote the range. From March to December 2012, we ran a highly successful, multi-channel advertising campaign that raised awareness of MyFolio and its benefits. As a result, investors have now placed over £3 billion into the range.

Commended

AXA PPP: Stand Up To Cancer (Havas Media)AXA PPP’s ‘corporate’ reputation was impacting conversion rates in healthcare. We recognised that this consumer perception, along with AXA’s market-leading expertise in cancer care, could be used as a position of advantage, allowing AXA to take an emotive stance on issues that were ‘bigger’ than the category. We formed a unique partnership between AXA, C4 and Cancer Research UK, around ‘Stand Up2 Cancer’ week, investing heavily in digital content to build-out from the televised event; distributing long and short-form video hosted by AXA’s cancer nurses, driving traffic to a dedicated ‘Cancer Centre’ hub online, staffed by further AXA experts providing advice.

Barclays: Barclays Personalised Debit CardThe Summer of 2012 was one of national highs (driven by the Olympics and Jubilee) and industry lows (with the LIBOR crisis breaking). Capturing some of the spirit of the former whilst making the first steps to emerge from the latter, Barclays ran the Personalised Debit Card Campaign. The cards represented a real move away from the norms of financial services advertising, promoting a free service that was all about customer choice and not about the bank. The uptake of the cards was very strong but interestingly this campaign had the strongest halo over all Barclays products and services than anything run before, delivering record ROI, encouraging people to use their debit cards more frequently and driving much needed improvements in key brand metrics.

Sponsored by

Corporate Social Responsibility

Commended

Aviva: Aviva #1every5 (H+K Strategies)At first glance, the combination of financial services company Aviva, their CSR partnership with Railway Children and their sponsorship of Norwich City FC may not scream ‘newsworthy content’.

However, when H+K were tasked with bringing these partnerships together for Aviva, they hit upon a formula which created a huge response on Twitter, with the British public – along with unsolicited celeb tweeters including Ricky Gervais – backing the campaign in their thousands. Over 350 million OTS was achieved across traditional and digital media channels, #1every5 was trending in the UK and £97,774 was donated to charity.

The campaign exceeded all expectations. Harnessing the power of football, the campaign has been celebrated internally as a case study for social media engagement, as it generated awareness and brand engagement, as well as vital funds and a lasting impact for the charity.

31

Customer Loyalty and Retention

Winner

Santander: Customer First Survey (Marketing Source)In order to provide robust measures of customer experience at a national, regional and local level, Santander needed to be radically innovative with a new measurement solution. Alongside this challenge, we wanted to implement a genuine closed feedback loop when customers left a comment requesting to be called back. This has been achieved through the new Customer First Survey programme. To date we have achieved 100% of the quota target, with over 100,000 survey responses returned.

Commended

Barclaycard: Freedom RewardsIn today’s economic environment, rewards and loyalty points are an accepted currency. In September 2012 Barclaycard launched the Freedom Rewards card – a points-based loyalty card that threw off the restrictions of the single retailer relationship and rewarded customers for their everyday spend through an enviable retailer partnership of over 70 leading brands. Freedom is already attracting new customer segments and forming the basis of a sustainable spend-based rewards programme for Barclaycard, offering a win-win for customers and partners alike.

Sponsored by

Direct Marketing

Winner

Just Retirement: Dig DeeperMore than 100,000 people are potentially missing out on additional retirement income every year by not declaring their medical information when applying for an annuity.  The campaign objective was to encourage more intermediaries to ask more detailed medical questions (dig deeper) and obtain enhanced annuity quotes from us.  In doing so, they could increase their client’s income by up to 50%. This in turn would increase our business volumes and provide their clients with a higher income for the duration of their retirement.

Commended

First Direct: Think More Creatively About Money (Jaywing)Jaywing was tasked with raising awareness, among existing customers, of the wide variety of first direct products on offer and their benefits. The campaign ran to coincide with consumers’ financial planning for the year ahead. A blend of strategic and creative thinking resulted in the creation of nine fuzzy felt characters to cover nine products. Each character was carefully designed to match first direct’s distinct approach to banking – keeping it simple, fun and engaging. Targeted communications were delivered across multiple channels, both on and offline. The campaign beat its ROI target, returning an overall ROI of 9:1.

www.sapient.com

SEIZE THEMARKET

Partner with an agency that is redefining the financial

services experience

We now live in an always-on world, and consumers are no longer satisfied with being told

a story. Instead, they want to be part of the story.

At SapientNItro, we call this Storyscaping – emotional experiences that consumers can

interact with at any point, on any channel. That’s how we’re bringing the next generation of

financial services experiences to life.

We supply all the end-to-end expertise you need. We define winning strategies that strengthen the brand. We create compelling experiences,

on a dazzling array of marketing platforms. And everything we build is founded on deep, revealing

data that we translate into powerful insight.

The outcome? Stronger brands that deliver big-time results.

Andrew Cordes acordes@sapient.com

Sponsored by

www.sapient.com

SEIZE THEMARKET

Partner with an agency that is redefining the financial

services experience

We now live in an always-on world, and consumers are no longer satisfied with being told

a story. Instead, they want to be part of the story.

At SapientNItro, we call this Storyscaping – emotional experiences that consumers can

interact with at any point, on any channel. That’s how we’re bringing the next generation of

financial services experiences to life.

We supply all the end-to-end expertise you need. We define winning strategies that strengthen the brand. We create compelling experiences,

on a dazzling array of marketing platforms. And everything we build is founded on deep, revealing

data that we translate into powerful insight.

The outcome? Stronger brands that deliver big-time results.

Andrew Cordes acordes@sapient.com

Digital Marketing

Winner

Standard Life Investments: MyFolio Campaign for UK Financial AdvisersAhead of the implementation of the Retail Distribution Review, many IFAs looked to outsource investment management into cost effective, risk-based investment options. At Standard Life Investments, we launched the MyFolio range to provide a ready-made solution. It consists of 25 funds that give investors the ability to invest based on their attitude to risk and preferred investment style. Having identified a gap in the market, we ran an ambitious digital campaign from March to December 2012 that was highly successful, raising awareness of MyFolio and its benefits. Since the campaign, visits to the website and usage of our innovative Lookthrough Tool have enjoyed double-digit growth and investors have now placed over £3 billion into MyFolio.

Commended

HSBC: HSBC Expat Hints + TipsHSBC Expat provides financial services for people living and working abroad. The bank needed to find a way to interact with these target customers earlier in their planning process and so developed HSBC Expat Hints and Tips – the bank’s first crowdsourcing platform – providing useful hints and tips about moving and living abroad created by expats, for expats. The campaign provided a platform for HSBC Expat to engage with the expat audience and raise awareness of the brand among potential customers, as well as creating re-usable content and insights for use in other HSBC marketing campaigns.

1. Investment Week Fund Manager of the Year awards 2013 Winner Best Fund of Funds: Standard Life Investments MyFolio. 2. As at 31/07/2013. Standard Life Investments Limited is registered in Scotland (SC123321) at 1 George Street, Edinburgh EH2 2LL. The Standard Life Investments group includes Standard Life Investments (Mutual Funds) Limited, SLTM Limited, Standard Life Investments (Corporate Funds) Limited, SL Capital Partners LLP and Aida Capital Limited. Standard Life Investments Limited is authorised and regulated by the Financial Conduct Authority. Calls may be monitored and/or recorded to protect both you and us and help with our training. www.standardlifeinvestments.com © 2013 Standard Life, images reproduced under licence.

MyFolio Funds blend the insight and experience of Standard Life Investments with both active and passive strategies to provide clients with a unique range of funds and a choice of five risk profiles to suit their approach to investing.

• 25fundsofferingextensivechoiceandflexibility: 15Growthfunds 10 Income funds • Availableinthreedistinctinvestmentstyles:Managed,Market&Multi-Manager• Tacticalassetallocationbyouraward-winning1multi-assetteamandstrategicasset allocationsupportedbyworld-leadingconsultants• Innovativeinclusionofcommercialpropertyandabsolutereturns

Now in its 4th year, the MyFolio range has in excess of £3bn2 in assets under management. Access our diligence and foresight today at www.standardlifeinvestments.com/myfolio

The value of an investment may fall as well as rise and is not guaranteed. This advertisement is for use by Investment Professionals only and should not be distributed to or relied upon by retail investors.

For every portfolio, MyFolio.MyFolio Funds

Equities. Bonds. Real Estate. Multi-asset. Private Equity.standardlifeinvestments.co.uk

P o t e n t i a l . D e l i v e r e d .

Equities • Fixed Income • Real Estate • Multi-asset • Private Equity

Sponsored by

Integrated B2B

Winner

Ecclesiastical Insurance Group: Hands Off Our Church Roofs CampaignSince 2007, Anglican churches have been under attack from criminal gangs. A sharp rise in the price of metals has encouraged thieves to strip lead from church roofs, causing significant damage and destroying our nation’s heritage. In 2012, with the cost of claims spiralling, UK’s leading church insurer Ecclesiastical decided to help protect churches by investing £500,000 into installing free roof alarms on the most at risk churches and encouraging other churches to install alarms themselves. By the middle of 2013 nearly 490 churches out of a target of 500 have alarms and metal theft claims have dropped by 60%.

Commended

Unbiased: Your Vital Statistics CampaignUnbiased.co.uk is the UK’s number one professional advice portal, offering consumers the largest online database of verified financial and legal advisers. The company runs on a limited budget and solely relies on PR, search engine optimisation and online partnerships to promote its database to consumers.

Aviva: Time for Some “New Thinking” (Teamspirit)The Retail Distribution Review – and the death of commission – threatened survival for advisers – a key sales channel for Aviva.

Aviva acted and commissioned extensive research which pinpointed advisers’ commercial fears around RDR – and competitors’ marketing ‘gaps’. For the resulting integrated campaign, Aviva commissioned behavioural scientists to create unique support that helped advisers reposition their businesses and have more successful fee conversations with clients – simultaneously building loyalty to Aviva at this formative time.

The results surpassed targets, hopes and expectations. Over 6,000 advisers downloaded campaign materials – and new conversations with Aviva’s sales force exceeded 600% of already aggressive targets.

Internal Communications

Winner

Kingfisher Pension Trustee Limited: Educating the “Nuts and Bolts” of Auto-Enrolment (Teamspirit)In 2012, Kingfisher had a series of complex challenges. They needed to explain the complex area of pensions auto-enrolment to their 35,000 staff – employees who were unaware and disinterested in the subject, were across diverse locations and brands, worked a variety of shift patterns – and had little access to PCs.

Following extensive research, Kingfisher designed an innovative internal communications programme using advocacy, influence and ‘info-tainment’ to achieve a seemingly impossible communications task. The campaign was an outstanding success, achieving an incredible 94% enrolment of employees, pensions awareness levels way above target – and an opt-out rate many times below expectations.

Sponsored by

Integrated Consumer

Winner

Lloyds Bank: Smart Campaign 2012 (Proximity, RKCR/Y&R, MEC & Rufus Leonard)People think all bank accounts are the same. They’re a necessary evil - not a service that supports consumers in their everyday lives. Lloyds Bank is different. They offer many free features to support customers; helping them become smarter with money, feel empowered & make better choices. But people didn’t know how these would benefit them. The Smart Campaign demonstrated how Lloyds Bank account features have been designed to support customers daily. The campaign beat all targets, kept Lloyds no.1 for customer consideration – and even increased it - generating £33m profit & ROI of 157%.

Commended

AXA PPP Healthcare: Engaging New Audiences in the Fight Against CancerRecognising a need to broaden its appeal, AXA PPP healthcare developed an innovative strategy that eschewed the normal transactional product sell, by attempting to become a more meaningful brand. The growing fear of cancer, with 12.7m diagnosed worldwide every year, provided the basis for a strategy that engaged new audiences through sponsorship, digital and social media.

This approach put young people at the centre; engaging with them rather than at them, it sought views, opinions and interactions. It enabled us to demonstrate that we are more than just an insurance company, that we are leading the way to better health.

Money Advice Service: What Does Ma Think?Every week hundreds of thousands of people are turning to a nationwide service that was just an idea three years ago. In the year end March 2013 over two million have come to the Money Advice Service seeking advice about managing money. As a new service with virtually no consumer awareness this was achieved by using an integrated marketing campaign focused on driving awareness across 26 million UK households. Today, awareness of the Service stands at almost 1 in 2 of the population and campaign recognition has reached 81% in just six months since the new communications strategy launched. Achieving our ambition of giving the UK population money advice that can make a difference to them and improves their financial capability.

For more information:Call: 0800 211 8696 Email: ukmarketing@equifax.com Visit: equifax.com/business/investor-insights/en_uk

RIGHT CUSTOMERRIGHT PRODUCT RIGHT TIME

Build a clearer picture

Be more targeted

Help meet regulatory requirements

Improve your ROI

Improve your direct-to-consumer marketing effectiveness, increase sales conversion and optimise organisational performance with Equifax Investor Insights.

© Equifax Ltd 2013 +44 (0)207 298 3000

1772. EQFX Investor Insights FS Forum Ad FINAL.indd 1 11/11/2013 4:03:31 PM

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Sponsored by

New Product, Service or Innovation

Winner

Santander: Breaking the Mould in the Current Account market – easy as 123Santander set out to shake up the current account market by developing an innovative account, offering real customer value over the longer term, not just a one-off or short term offer for a consumer to move their banking relationship to Santander.

The 123 Current Account was designed with two clear unique selling points – to reward a banking relationship for day-to-day use and provide ongoing value. The aptly named 123 Current Account pays customers up to 3% cashback simply for paying their normal household bills by Direct Debit and up to 3% AER credit interest on balances up to £20,000. Since launch results have been astounding; over 2 million 123 Current Account holders in just 18 months, strong market share and extensive acclaim from the media, consumer comparison sites, Santander staff and, most importantly, our customers. 

Commended

Lloyds Bank International: Thinking like a CustomerAs an organisation we have employed external consultants in the past with a range of success. This time around we used our customers as our consultants and really listened to what they were telling us they wanted. We spent time gathering factual data ensuring decisions were not made on assumptions. Colleagues who were doing the work came up with ideas for change rather than a senior person who has little day to day involvement with the processes or the customers. By measuring what matters to our customers not company targets we have also been able to measure success.

Friends Life: Automatic Enrolment CommunicationsThe government initiative to automatically enrol workers into a pension scheme (AE) aims to have an additional 4.3m people saving into a pension by May 2015.

However, there are a number of marketing challenges: do we want people to sleepwalk into a pension with no engagement at all?; how do we support employers with the significant burden of segmenting and communicating with their employees?; where communications are supported, how do providers manage the surge in scale required to implement these volumes?

Friends Life sets out to profitably grow its business through an AE engagement solution which: supports employers to meet regulatory requirements and engages employees; means that 65% of our existing clients choose to use our AE solution; <20% of employees choose to opt out; builds business efficiency by moving 50% of member literature online

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Pay ment s n Processing Ser v ices n R isk & Compliance n Cus tomer & Channel Management n Insight s & Opt imizat ion

© 2013 Fiserv, Inc. or its affiliates.

Going up? Today’s shifting demands require a partner who shares your goals with the proven expertise

to help you reach them. For more than 16,000 clients worldwide, Fiserv is transforming the way financial

services are delivered. Helping turn possibilities into realities. With Fiserv, you have the power to go places.

The power within. www.fiserv.com

1002-13-16621-AD_v01mk.indd 1 5/20/13 10:59 AM

Sponsored by

Public Relations

Winner

Unbiased: Value of Advice (Lansons Communications)2012 saw unbiased.co.uk run a high profile consumer campaign, translating the industry behemoth of the ‘Retail Distribution Review’ into a meaningful campaign, highlighting the benefits of professional financial advice. Against a backdrop of major criticism and doubt about the effectiveness of the regulatory changes, unbiased.co.uk created positive talking points in the consumer media, demystifying industry jargon, tackling and explaining what matters the most to consumers – proving that there is value in paying for good quality financial advice.

Commended

Xuber: Launching Xuber (Lansons Communications)How do you turn a brand no-one has heard of, in the distinctly unsexy area of commercial insurance software, into a trade media darling whose products CIOs and IT decision makers are falling over themselves to try? When outsourcing company Xchanging decided to rebrand its insurance software arm as Xuber, Lansons Communications rose to the challenge of creating its first ever PR campaign. The team worked with Xuber to establish positioning and key messages, developed excellent relationships with relevant journalists, smashed the communications KPIs, and helped Xuber fill a new business pipeline that took business from £70m to £101m – not bad for an unknown company that had had no new business wins for three years.

Social Media

Winner

Bennetts: Radicalising Social Media to generate brand advocacyBennetts have a vision to appeal to all bikers – not just those looking to purchase insurance. To broaden their appeal, Bennetts embraced a PR-led strategy that placed social media at the heart of their multi-channel marketing strategy and positioned themselves as the “go to” source for the latest bike content, news, reviews, “money-can’t buy” promotions and industry gossip.

Bennetts embraced “unowned” social networks including Facebook, Twitter and You Tube, taking a radical content approach that gained industry leadership and a 9% target audience penetration (average for financial services is 0.2%) with over 100,000 fans and followers. They then took the strategy ever further, spending two years building an “owned” social network from scratch – Bike Social – to bring the biking community together under the Bennetts URL and overcome some of the pitfalls of a purely “un-owned” strategy such as data ownership, customer privacy and lost SEO value. The strategy ensures frequent interaction with the brand throughout the insurance year and 40% of UK bikers have already visited the site since launch. Thanks to this new found scale of traffic, Bennetts expect to save £1.5m direct marketing budget p.a. and open up various new bike related revenue streams to broaden their appeal across the market further.

Commended

HSBC: HSBC Expat Hints + Tips (H+K Strategies)HSBC Expat provides financial services for people living and working abroad. The bank needed to find a way to interact with these target customers earlier in their planning process and so developed HSBC Expat Hints and Tips – the bank’s first crowdsourcing platform – providing useful hints and tips about moving and living abroad created by expats, for expats. The campaign provided a platform for HSBC Expat to engage with the expat audience and raise awareness of the brand among potential customers, as well as creating re-usable content and insights for use in other HSBC marketing campaigns.

Sponsorship

Joint Winners

Commended

BNY Mellon: Which Blue Are You?Sport’s better when you pick a side. It makes the result matter and creates real engagement with the build-up and fall-out of a contest. This insight is driving BNY Mellon’s ground-breaking five year sponsorship campaign for the iconic Boat Race between Oxford and Cambridge. By challenging all comers to pick Light Blue or Dark Blue, we’re taking interest in the Race to new heights and building awareness of BNY Mellon as one of the world’s leading financial services companies.

RBS Corporate and Institutional Banking: Supporting the UK Knowledge Economy and Driving Economic GrowthWhen High Value Engineering (HVE) was recognised by Government as the single most important sector within manufacturing to drive economic recovery, we saw a potential three-way win: growth for our business, the sector and the British economy.

We wanted to position ourselves as the thought-leader supporting HVE companies, identify the key drivers for future growth and help them plan their investment strategies.

So we published a unique research-led thought leadership report, which was supported by a creative integrated marketing campaign.

This campaign was a resounding success and we far exceeded all of our objectives, consequently benefitting UK manufacturing, RBS and supporting economic growth.

Lloyds Banking Group: Lloyds TSB and London 2012 – The Making of a Successful Partnership (RKCR/Y&R)In 2007, Lloyds TSB signed on as the first National Partner of the London 2012 Olympic and Paralympic Games. In the context of a uniquely challenging external environment, its partnership with the Games was to be activated in a truly unique way. In developing activations that would have a tangible impact on customers and their communities, and in framing these activations in a way that would make the partnership feel relevant and of benefit to customers, Lloyds TSB became the most recognised sponsor going into the Games, in spite of lower levels of spend versus the competition.

rbs.co.uk/futureofukhve

The Future of UK High Value EngineeringAn insight into the future of the UK HVE segment

Judges’ Award for Marketing Learning

Joint Winners

Bennetts: Radicalising Social Media to generate brand advocacyTo broaden their appeal, Bennetts embraced a PR-led strategy that placed social media at the heart of their multi-channel marketing strategy and positioned themselves as the “go to” source for the latest bike content, news, reviews, “money-can’t buy” promotions and industry gossip.

What impressed the Judges was how all aspects of the social media spectrum were integrated to develop a “community” feel, showing a real cause and effect for the campaign. They also highlighted the use of key individuals within the community who multiplied the effect of their message because of the respect they have from their peer group.

HSBC: HSBC Expat Hints + Tips (H+K Strategies)HSBC Expat provides financial services for people living and working abroad. The bank needed to find a way to interact with these target customers earlier in their planning process and so developed HSBC Expat Hints and Tips – the bank’s first crowdsourcing platform – providing useful hints and tips about moving and living abroad created by expats, for expats.

The Judges were particularly impressed by the crowdsourcing of ideas on a global scale – while dealing with a variety of country cultures – and the creation of re-usable content and insight.

Sponsored by

Sponsored by

Judges’ Award for Marketing Excellence

Judges’ Award for Consumer Insight

Winner

Standard Life Investments: MyFolio Campaign for UK Financial AdvisersStandard Life Investments launched the MyFolio range to provide a ready-made solution. It consists of 25 funds that give investors the ability to invest based on their attitude to risk and preferred investment style. From March to December 2012, Standard Life Investments ran a highly successful, multi-channel advertising campaign that raised awareness of MyFolio and its benefits. As a result, investors have now placed over £3 billion into the range.

The judges felt this was an exceptional entry in a very tough market. A brilliantly executed strategy with achieving some outstanding results, all based on sound consumer insight.

Winner

Kingfisher Pension Trustee: Educating the “Nuts and Bolts” of Auto-Enrolment (Teamspirit)In 2012, Kingfisher had a series of complex challenges. They needed to explain the complex area of pensions auto-enrolment to their 35,000 staff – employees who were unaware and disinterested in the subject, were across diverse locations and brands, worked a variety of shift patterns – and had little access to PCs.

Following extensive research, Kingfisher designed an innovative internal communications programme using advocacy, influence and ‘info-tainment’ to achieve a seemingly impossible communications task. The campaign was an outstanding success, achieving an incredible 94% enrolment of employees, pensions awareness levels way above target – and an opt-out rate many times below expectations.

Sponsored by Sponsored by

Marketer of the Year

Young Marketer of the Year

Agency of the Year

Winner

Karen Barrett, Chief Executive, unbiased.co.uk

Winner

Samantha Gould, Campaign Manager, Just Retirement

Winner

Teamspirit

Teamspirit continue to work with clients on a new model of marketing effectiveness that focuses on the optimal balance of paid, owned and earned media rather than traditional models of advertising and PR.

Over the past 18 months Teamspirit has won Forum Awards for best use of social media, best B2B campaign (for the fifth year running), an Award for Marketing Excellence and Marketing Society Marketing Excellence Award. This year they have continued that success in the Internal Communications category. They work with 77 clients across every sector of financial services.

Over the past 18 months they have also created a research team that has delivered branded content for

clients, resulting in £3,034,286 AVE worth of positive press and social media coverage.

For the past eighteen months, Samantha has been working within the intermediary marketing team with responsibility for the design and development of appropriate acquisition and retention marketing collateral for use within Just Retirement’s targeted intermediary segments. Activity has utilised all available channels including direct mail, email, webinars, conferences and corporate events.

One of her campaigns, Dig Deeper, has won the Direct Marketing category in this year’s Forum Awards for Marketing Effectiveness.

Karen and her team at unbiased.co.uk have made a significant difference to consumer understanding of regulatory changes with the launch of the Value of Advice campaign. By involving expert advisers, engaging with the industry using new, more cost effective technologies and providing unique insight by being able to quantify the Value of Advice for the very first time, the integrated campaign surpassed all targets and expectations.

Karen has successfully fostered a culture where the small team at unbiased.co.uk is driven to achieve marketing effectiveness in all that they do. They continue to achieve the very highest quality of work, achieved with a very limited budget, helping more consumers every day improve their financial situation.

FINANCIALSERVICES

www.nsafs.co.uk 0845 618 2353info@nsafs.co.uk

Financial CapabilityImproving the personal money management skillsof young people and adults to enable them tobetter manage their personal finances and engagewith the industry.

We deliver:

• Community investment programmes• Qualifications to support community workers• Volunteer placements

New TalentFast tracking talent into financial servicesTraining and support to job seekers from a rangeof backgrounds who seek employment withinfinancial services

Step UpThe objective of our Step Up campaign is to providemeaningful and effective training and support to around 800 job seekersfrom a range of backgrounds who seek employment within financialservices. This will take place over a two year period, beginning in January 2014.

Developing PeopleEnsuring that future and existingemployees are able to develop their skillsand competencies

Leadership development programmes For leaders and managers who want toachieve a nationally recognisedqualification.

Customer Service – Beyond Excellence Create a culture that has customer serviceright at its core.

Recognising excellence in trainingand development Gain accreditation for your• training provision• training programmes• trainers

Employee Engagement SurveyA cutting edge, online discovery toolproviding detailed reports to highlight themindset of employees

ApprenticeshipsApprenticeships are a proven way to traina workforce and enable a firm to be moreeffective, productive and competitive.

Skills for Financial Services

NSAFS 210sq ad_Layout 1 13/11/2013 14:44 Page 1

The Financial Services Forum8a Utopia Village, 7 Chalcot Road, London NW1 8LH

T: 020 7449 9000 F: 020 7449 9009 E: info@thefsforum.co.uk W: www.thefsforum.co.uk