HHCL unveils pounds 8m Egg launch for Prudential

Prudential, Britain’s largest insurer, is backing the launch of its direct banking arm, Egg, with an pounds 8 million multi-media campaign through HHCL & Partners.

Prudential, Britain’s largest insurer, is backing the launch of its

direct banking arm, Egg, with an pounds 8 million multi-media campaign

through HHCL & Partners.



Egg will operate via the internet, telephone and post, and will be run

separately from the group’s two other businesses, Scottish Amicable and

Prudential. Initially, it will offer mortgages, a savings account and

personal loans.



The campaign aims to attract a core target market of 15 million

people.



Advertising breaks this Sunday at 00:01 - the time of Egg’s official

launch - with a 90-second tactical vox-pop ad on ITV, starring Egg’s

call centre staff. During the rest of the day, ten 90-second one-off

vox-pops starring a total of 60 members of the public will be shown.



On Monday, HHCL will launch the second tranche of the campaign with

testimonial ads featuring the celebrities, Linford Christie and Zoe

Ball. The ads were created at HHCL by the creative partner, Steve Henry,

and were directed by Jeff Stark through Stark Films.



The campaign also includes broadcast sponsorship in a deal with Channel

4 that includes a variety of shows such as Prime Suspect, NYPD Blue and

Ally McBeal, as well as cult programmes including King of the Hill.

Internet, teletext, print and radio work will provide additional

support.



Tony Williams, Egg’s communication director, said: ’Egg is the first

financial organisation in the UK designed in partnership with its

customers specifically for the digital age. A conventional launch

campaign could not deliver the kind of impact we are looking to

achieve.’



Rupert Howell, HHCL’s chief executive, said: ’Egg is a breakthrough in

levels of service. This is the next generation of financial

services.’



Media planning and buying is through New PHD, which pitched alongside

HHCL for the business. The vox-pops were created by Drum PHD.



Campaign revealed that the Prudential was in talks about its direct

banking arm in spring (Campaign, 27 March). The company appointed HHCL

in August.



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