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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.

Published in: Business, Economy & Finance
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(Graham Brown mobileYouth) The Lounge Group

  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. <ul><li>The Brief </li></ul><ul><li>Connect with 1 6-21 yr old Young Workers and their parents </li></ul><ul><li>Overcome their indifference towards bank accounts </li></ul><ul><li>Double the number of Premier21 accounts opened yr on yr </li></ul><ul><li>Our Insight </li></ul><ul><li>Low spontaneous awareness of Santander </li></ul><ul><li>Young workers are ambitious about their earning potential but may not know what they want to be or how to go about it </li></ul>Inspired Choice <ul><li>Strategy </li></ul><ul><li>Position A&L as a source of inspiration for those starting out </li></ul><ul><li>Access to celebrity mentors for tips, advice, training & ‘mentor days’ </li></ul><ul><li>Build relationship; not one-off gift </li></ul><ul><li>Revolutionised banking communication </li></ul>
  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. <ul><li>Results </li></ul><ul><li>225% of target </li></ul><ul><li>CPA 22% lower than target </li></ul><ul><li>PR reach: 360m ; AVE £1.6m </li></ul><ul><li>150k views of McFly master class video </li></ul><ul><li>Awards: </li></ul><ul><li>2007 Finance Awards: ‘Most Innovative Bank Campaign’ and ‘Overall Excellence Financial Sector’ </li></ul><ul><li>2008 Silver DMA </li></ul><ul><li>2008 finalist PR Awards, FMBE Awards </li></ul><ul><li>2009 MCCA Planning Merit </li></ul><ul><li>2010 Current finalist PR Awards </li></ul>Inspired Choice