Client: Goldbrand Development
Agency: dp&a and TBWA Simons Palmer
Copywriter: Dan Douglass
Art Director: Dave Edwards
Given the startling fact that two credit cards a day were launched in
1996, how was the new Goldfish card to make an impact?
The answer was an integrated campaign, notable not only for the fact
that it combined brand advertising and direct marketing across a wide
range of media, but for the consistent way in which the brand image and
personality were presented. Goldfish has an instantly-recognisable
identity, developed by Wolff Olins, and the personality it seeks to
project is honest (’tells it how it is’) and challenging (’will change
the way you think’).
The campaign won the integrated category in this year’s awards, and also
came third in the consumer direct mail (high volume) category.
An enthusiastic judging panel praised the entry as an excellent
demonstration of integrated marketing communications, taking clear
above-the-line brand positioning and values, and translating them across
a variety of media.
’The production values and art direction in the direct marketing
material are excellent,’ they said. ’The copy had wit, the artwork was
outstanding, the TV commercials were brilliantly witty. You could not
tell which elements were written first, which is part of its
Direct mail, leaflets, press inserts, TV, direct response radio, and
posters were all used to great effect to deliver different aspects of
the whole experience: encounter, invitation, application, fulfilment and
Goldfish quickly established itself as the fastest-growing credit card,
according to NOP research in August this year. During the launch period,
one in five of all new credit cards issued was from Goldfish.
In terms of recall, the campaign also topped the Marketing Adwatch table
at one stage.
Although the campaign gets full marks for the impact and memorability of
its creative work, it is also underpinned by technical expertise.
The direct marketing partner in the agency line-up, dp&a, was briefed to
develop a data strategy. It produced a regression model, combining
geodemographics, psychographics, lifestyle and known financial data.
This outperformed a test segment in several ways: responsiveness and the
conversion-to-sale ratio improved by 261% and 187% respectively, and
acquisition costs tumbled by 67%.
All in all, declared the judges, ’Goldfish was a worthy Gold Award