CAMPAIGN DIRECT: SHOPPING WITH CAMPAIGN - EGG

THE BUYER - Eleanor Trickett

THE BUYER - Eleanor Trickett



Our Direct editor, Eleanor Trickett, continues the series in which

Campaign staff test a product or service against the promise of its

marketing.



This month, the pound signs flash in her eyes as she is tempted by the

widespread advertising - and 8 per cent interest rate - of the

Prudential’s new Egg product.



It all started with the press ads for Egg. ’Have you seen the ads with

the fake Post-it note?’, asked my colleague. ’They’re brilliant - I’ve

applied for an account, so I can do the Shopping piece!’



Not so fast mate. I too saw the ad and sent off to join the club. And

anyway, it’s my section, so I’m the one writing about it.



By the time I phoned the number on the press ad, I felt as if Egg had

become a sort of friend. I had already called to hear a testimonial from

a real punter who, apparently, hadn’t been paid to do it. So when I

dialled the application number, I was a bit disappointed to hear a

recorded message instead of a real person. Never mind, the message was

pleasantly smug about the unexpected number of enquiries. I left my

details.



Three days later, my application pack arrived (addressed to ’Eleanor

Triket’ - bloody answerphones). I knew what it was immediately, as the

branding on the envelope was entirely consistent with the ads.



I wasn’t too frightened by the contents of the pack, but one enclosure

did suprise me; a hastily printed note on cheap yellow paper saying: ’Do

not send any money now,’ explaining that the success of the launch had

caught them unawares.



The other drag was having to dig out a bank statement or bill to prove

that I am a real person. There always seems to be a stumbling block that

makes it necessary for me carry dog-eared forms around for weeks before

sending them off.



Eventually, I sent it. I’m still waiting. I don’t mind - I know it will

be worth it and I have a delightful image of all the real people

bustling around the Egg office, getting things done. It just goes to

show how important a great brand image and advertising campaign is in

keeping punters happy.



THE SELLER - Tony Williams



Egg is a savings account created by the Prudential that launched in

October. Tony Williams, its communications director, has a long history

in banking, starting off as a cashier at the TSB in 1967 and ending up

at Egg earlier this year. Here he responds to Eleanor’s comments.



Thanks very much for expressing an interest in Egg. I hope that we

haven’t caused any permanent damage between you and your colleague!



Our advertising aims to communicate the brand values and highlight Egg’s

difference in the financial services market. The creative revolves

around individuals, as we offer products and services individually

tailored to the needs of each customer. Using real recorded

testimonials, we are further able to reflect the honesty and

transparency of Egg.



In our first month, we have received 335,000 enquiries via the telephone

and internet. As a result, the call centre has been stretched. We

quickly addressed this by taking on 250 extra staff. Customers are

normally dealt with by a real person, pro-viding a personal service and

involving them in the whole brand experience, but this is not always

possible.



As a result you had to leave a recorded message and the information

provided led to an incorrectly spelt name on the letter you received. We

apologise for this and will make sure your details are corrected.



The yellow slip in your pack was necessary due to the delays caused by

the interest. We felt it better to respond quickly and be honest and let

customers know rather than mislead them. We are now on course to

eliminate delays, and will maintain our interest rates to the end of

1998 to give customers the rates they applied for.



Proof of address is a standard condition in any such application, but

it’s required once and once only.



It is of fundamental importance for us to maintain and create an

impactful brand experience. I hope you enjoy your savings account,

created by Egg for you.



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