Mother unveils poster campaign for Marbles

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.

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’

names.



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

process.’



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

identity.



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’

development.’



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.’



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