Marbles, the online credit card launched in October by HFC Bank and
backed by Freeserve, posts a national 6-sheet poster campaign next week
which, it claims, is the largest to run in the UK.
The campaign, which runs for two weeks from 28 February, covers 14,000
sites - almost one in four of all the 6-sheet sites in the country.
Media is through Motive Communications, which will follow up the posters
with a national press campaign.
Mother has created a series of executions which, at first sight, look
like giant Marbles credit cards.
On closer inspection, however, the names on the cards are all ’joke’
The card-owners are called things such as Chris P Bacon, Rufus Leaking
and Al Lloyd Weal.
Andy Bellass of Mother said: ’We had a simple brief to build brand
awareness of Marbles.com and have some fun with the brand in the
The campaign is designed as a short-term piece of tactical awareness
which is true to the brand’s unique personality.
It is meant to be ’fun, human and playful’ and raise awareness at a time
when most credit cards are promoting interest rates rather than brand
Peter Edwards, the group director at Motive, said: ’It was essential to
take advantage of prevailing market conditions and secure exceptional
presence to drive brand awareness at a key time in Marbles’
Mother’s original campaign for Marbles launched in October with a pounds
5 million television and press blitz, positioning Marbles as the UK’s
first mass-market, net-friendly credit card.
Using the endline, ’now you can play with Marbles’, the two commercials
featured a voiceover by Honor Blackman. One execution, ’underpants’, was
set against pictures of people going about their jobs wearing only
underpants. Blackman’s voiceover purred: ’What we buy won’t change, just
the way we buy them. Underpants will always be in demand.’