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(Graham Brown mobileYouth) The Lounge Group

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James Layfield of the Lounge Group in UK outlines Santander Regional Bank Youth Marketing Case Study.

James Layfield of the Lounge Group in UK outlines Santander Regional Bank Youth Marketing Case Study.

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(Graham Brown mobileYouth) The Lounge Group Presentation Transcript

  • 1. Step into the Lounge
  • 2. Peer Network: 10,000 under 35s Insight • Immersive insight studies • Co-creation workshops • Brainstorming & testing ideas Activation • Peer to peer execution • Peer influencers
  • 3. Influencer Network Girls Aloud Mighty Boosh Gok Wan Alex Walker Riz Harcus AKA Eastbourne Ami Barwell Celebrities Major Players Local Heroes Insight • Immersive insight studies • Co-creation workshops • Brainstorming & testing ideas Activation • Influencer programmes Trevor Sorbie Johno Verity Skinnyman
  • 4. Client Brief Peer Insight Testing Insight Bringing it all together Client Brief The Big Idea Activation
  • 5. Big idea PR Events & Experiential Social Media Retail Engagement channels
  • 6. You’re in good company
  • 7.
    • The Brief
    • Connect with 1 6-21 yr old Young Workers and their parents
    • Overcome their indifference towards bank accounts
    • Double the number of Premier21 accounts opened yr on yr
    • Our Insight
    • Low spontaneous awareness of Santander
    • Young workers are ambitious about their earning potential but may not know what they want to be or how to go about it
    Inspired Choice
    • Strategy
    • Position A&L as a source of inspiration for those starting out
    • Access to celebrity mentors for tips, advice, training & ‘mentor days’
    • Build relationship; not one-off gift
    • Revolutionised banking communication
  • 8. Inspired Choice Digital: SNS, twitter, YouTube Online BA’s In branch POS Staff Comms PR: Print, TV, Online, Radio Experiential: shopping centres & colleges Events: masterclasses
  • 9.
    • Results
    • 225% of target
    • CPA 22% lower than target
    • PR reach: 360m ; AVE £1.6m
    • 150k views of McFly master class video
    • Awards:
    • 2007 Finance Awards: ‘Most Innovative Bank Campaign’ and ‘Overall Excellence Financial Sector’
    • 2008 Silver DMA
    • 2008 finalist PR Awards, FMBE Awards
    • 2009 MCCA Planning Merit
    • 2010 Current finalist PR Awards
    Inspired Choice