Andy Reid - Pazarlama Zirvesi 2012Presentation Transcript
Andy ReidFounding Director theGeniusBox.com the ideas coaching business
1Hero = JennyJenny = HSBC marketingShe need to sell LOANSTough to do where insight =‘saving is good / spending is bad’
2Jenny worked for a short timeobserving familiesShe saw generations SPENDINGon each otherInsight = children are theinvestment for the future NOTmoney
3New campaign based new insight...‘IF NOT NOW, THEN WHEN – don’t putoff to tomorrow what you can dotoday with help from an HSBC LOAN’
4Spontaneous recall for HSBC Loan went up from 21% to 43%(in banking, that’s HUGE!)
5SEEK NEW PERSPECTIVES:Jenny got out from behind her desk andspoke to her consumers face-to-face.COMMUNICATE UNTIL YOU’RE SICK:She communicated to her colleagueswhat she was doing at all times.BREAK RULES:She asked her boss for ‘forgiveness’ not‘permission’ and got on with it!
#tgbcommenthouse theGeniusBox.com the ideas coaching business