A farmer. A builder. A mouse. A sandal. What kind of financial services group is this?
Daniel Neville
Last week an email landed in my inbox from Matt Riley whom some of you might remember as the first Captain of Idea Bounty. He now works at Net#work BBDO as head of their communications department and was boasting about one of the recent campaigns they have launched.
The campaign not only has a strange name - farmers, monkeys, mice? wow - which is very cool in a sense but the idea behind the campaign rocks. Its an awesome example of building a brand identity into a campaign that really brings across its core message and promise "Do it right" - Ill let Mat explain more:
"Financial institutions aren’t usually known for their lateral thinking, but Cadiz took an altogether different approach for their 2010 advertising campaign.
The positioning is: Do it right. As much a reflection of Cadiz’s highly skilled approach to wealth creation as a reminder of their commitment to do it right. Cryptic, unbranded TV and radio ads flighting right now were created to drive the audience to 3 unusual internet addresses: makegoodmoney.co.za, youwontbuildwealthwatchingads.co.za and goodisinthedetail.co.za, where the real meanings of the URLs are explained in more detail. You can view the ads below:
From there, it’s off to an ambitious microsite (much like a portal into the Cadiz mindset), with a variety of seemingly unrelated characters and objects, including 3 mini-movies. At first glance, it would appear as if they have nothing to do with Cadiz – but click on them, and you’ll see they all highlight one of Cadiz’s core philosophies.
You’ll meet a farmer with a novel approach to decision-making, a turn-of-the-century chancer who lands with the proverbial bum in the butter, and a builder faced with an ethical dilemma, among others.
So do, please, take a look, and feel free to send us your comments or suggestions, which, as you know, are always welcome on our work."
Matt Riley
Head of Communications Planning - Net#work BBDO
Comments
No comments on this post yet.
