E*trade Werbung, Fallmethode BABY BANTER Grey New York

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Branche Banking und Finanzdienstleistungen
Medien Werbung / PR, Fallmethode
Markt Vereinigte Staaten
Agentur Grey New York
Creative Director Rob Baiocco
Art Director Harun Zankel
Veröffentlicht Januar 2011

Kredite und Beschreibung

Category: Best Use of Branded Content
Advertiser: E*TRADE
Product/Service: FINANCIAL
Date of First Appearance: Jan 23 2011
Entrant Company: SPARK COMMUNICATIONS, Chicago, USA
Entry URL: http://www.youtube.com/watch?v=mi_wdTgZm2k
Vice President/Media Director: Miraj Parikh (Spark Communications)
Associate Media Director: Lisa Kane (Spark Communications)
Media Supervisor: Patrick Sullivan (Spark Communications)
Chief Creative Officer: Tor Myhren (Grey)
Creative Director: Rob Baiocco (Grey)
Writer: John Clarkson (Grey)
Writer: Pete Holmes (Grey)
Art Director: Harun Zankel (Grey)
Media placement: TV - CBS Sports NFL Today Show - 23 January 2011

Insights, Strategy & the Idea
Risk is everywhere, whether you’re investing in the stock market or making your team picks for a sporting event. It’s all a gamble and the biggest gamble of the year is the NFL Championships. People watch football every weekend, all season. They are invested in their picks (or predictions) just as they are invested in their stock picks. On both accounts, they want to win. “Getting your picks in," selecting which teams will win leading up to the Super Bowl, is not much different from managing a financial stock portfolio.

Our plan was to make the most of the E*TRADE baby’s celebrity and the pre-game hype by immersing him into the NFL pre-show. The Championship games are the top rated games prior to the Super Bowl, accounting for 70% of the Super Bowl audience. We wanted the baby to make his picks just like the famous sports-casters in the pre-show.

Creative Execution
We negotiated a deal with CBS where the E*TRADE Baby made a surprise appearance on the CBS NFL Today show in an interview with sportscaster James Brown. Predicting the outcome of the AFC playoffs, our Baby also lobbed a few jabs at sports legend Dan Marino. It was complimented by ad placements in the day’s games. No other brand personality has ever been an interviewed guest on the show before.

The AFC Championship is the biggest game leading up to the Super Bowl and is one of the highest rated US television events. With this segment airing prior to the game, this placement was the closest a brand could get to being in the game, and we secured it all as added value. This media placement determined the creative content. A brand must be an official NFL sponsor to pull something like this off, but we made it happen.

Results and Effectiveness
• Out of 30 in‐market financial ads, E*TRADE had 4 TV ads in the top 10 most effective list
• Outperformed competitors and well above scores on engagement attributes
• More than 600 media mentions (250 mm+ impressions)

(Source: Internal E*TRADE Financial Corporation data systems): In the week following the Super Bowl versus weeks prior:
• 26% lift in visits to etrade.com
• 19% lift in account applications

• 16.5 MILLION views
• +65% versus goal
• +17% increase in Facebook Fans