Online as a primary launch medium
How Guinea Pigs on MSN increased awareness of Egg Money
Background
In September 2005, Egg launched ‘Egg Money’, a new card which helped users to manage their spending more efficiently. Significantly, this was the first time in over a year that Egg had a specific online brand budget. The creative was comical, bold and eye-catching - in contrast to traditional financial advertising!
Marketing Objectives
- To generate brand awareness for the My Moneycard product
- To increase purchase propensity
Strategy
The strategy involved 2 key phases:
Phase 1 – Engage consumers with the brand
Phase 2 – Call-to-action through highlighting product benefits
Implementation:
MSN’s position as the UK’s no.1 Internet portal meant that Egg were able to to take full advantage of the reach and connection with our audience to make the campaign as engaging and far reaching as possible.
Egg deployed a full set of tools available to them with MSN utilising the fun of the guinea pigs creative and capturing audience interest.
Creative treatments included:
- Viral executions within MSN Messenger
- High-profile Homepage takeovers
- Superbanners on Hotmail
- Video streaming
Campaign Success
At an overall level, the MSN campaign had a very positive impact on brand awareness and successfully shifted exiting perceptions of Egg.
Highlights included:
- 87% prompted recall amongst MSN users
- 33% thought it a ‘good deal’
According to Dynamic Logic, compared to other online financial services campaigns, the Egg Money Launch on MSN performed ‘excellent’ for aided brand awareness and ‘above average’ for message association and behavioural intent.
Results show that the online only aspect of the campaign at launch was particularly effective. During this time, the campaign on MSN increased message association by 14 points, and respondents were significantly more likely to agree that the product ‘sounded innovative’, would ‘help them be more responsible about their savings’.
When other media campaigns launched, the online campaign still had incremental impact.
