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ArgosCompare.comfinancial services price comparison website
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Argos Financial Services had a great business idea...
All the players in the financial services price comparison website space were knocking themselves out (and their profits) by having to invest in ever bigger TV led campaigns in order to drive traffic to their websites. Creatively they were all over the place with gimmicky 'fat opera singers' ' meerkats' 'block buster movie based ads' or just plain 'confused!'
On the back of their large retail credit and insurance business Argos reasoned why couldn't they launch a financial services price comparison website which leveraged the Argos brand equity and customer base... meaning they wouldn't have to invest in big flash TV campaigns... saving a pile of money... which they could pass back to their customers... and have a huge pricing advantage over the competition!
In terms of the concept and operational backend they were spot on but hadn't quite got the marketing proposition right... here's where I came in... to define the brand proposition, articulate it into clear customer communications and drive traffic into the site.
To steel a line from a competitor... taking the 'simples' approach, which you can see over on the right, resulted in a great website and campaign which really drove the proposition and exceeded all the first year targets.
All the players in the financial services price comparison website space were knocking themselves out (and their profits) by having to invest in ever bigger TV led campaigns in order to drive traffic to their websites. Creatively they were all over the place with gimmicky 'fat opera singers' ' meerkats' 'block buster movie based ads' or just plain 'confused!'
On the back of their large retail credit and insurance business Argos reasoned why couldn't they launch a financial services price comparison website which leveraged the Argos brand equity and customer base... meaning they wouldn't have to invest in big flash TV campaigns... saving a pile of money... which they could pass back to their customers... and have a huge pricing advantage over the competition!
In terms of the concept and operational backend they were spot on but hadn't quite got the marketing proposition right... here's where I came in... to define the brand proposition, articulate it into clear customer communications and drive traffic into the site.
To steel a line from a competitor... taking the 'simples' approach, which you can see over on the right, resulted in a great website and campaign which really drove the proposition and exceeded all the first year targets.
We took a 'does what it says on the tin' approach developing a simple and clear style. Positioning ourselves as 'the low cost price comparison website' it gave us strong affinity with the Argos brand and strong differential vs the competition.
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Working closely with the Argos marketing teams and leveraging their large above the line budget we ran a highly visible marketing campaign using online, in-store POS, direct mail, email, posters and bus rears.
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