Motive in Marbles poster blitz

Motive has bought almost one in four of the UK’s six-sheet poster sites for its client, the online credit-card company Marbles.

Motive has bought almost one in four of the UK’s six-sheet poster

sites for its client, the online credit-card company Marbles.



The campaign, which has been executed by Motive group director Peter

Edwards and head of outdoor services Steve Parker, covers 14,000 sites

across the UK.



The media agency is billing the push as the largest ever six-sheet

poster campaign.



The six-sheets, owned by Adshel, Maiden and Primesite, went up on 28

February and will remain in place for two weeks.



Edwards is planning a national press campaign for the next stage of the

media push for Marbles, which is owned by financial services group HFC

and backed by Freeserve. However, Motive has not yet drawn up a print

media schedule.



Creative ad agency Mother and design company Wolff Olins have produced

six-sheet posters in the shape of a Marbles credit card. The cards

feature joke cardholder names such as Rufus Leaking, Candice B Foreal,

Seymour Butz, Chris P Bacon and Carmen Geddit.



’We had a simple brief to build brand awareness of Marbles and had some

fun in the process,’ said Andy Bellass, who heads the Marbles account at

Mother. ’The biggest issue was choosing the names, unfortunately on this

occasion we had to let down Mr Hugh Janus.’



HFC, the company behind the Goldfish card, launched Marbles last

October.



Like Egg, the online banking service of HFC’s rival Prudential,

customers can sign up, check account details and settle their bills

online. HFC also claims to offer users a ’safe shopping promise’, which

gives protection against internet fraud for those shopping online.



Motive launched the credit card last autumn by buying up 40-second

television spots. The agency invested in the national press and a large

online campaign as well as ambient media such as postcards and pump

nozzles in petrol stations.



Edwards commented on the six-sheet campaign: ’It was essential to take

advantage of prevailing market conditions. We want to secure exceptional

broadcast presence to drive brand awareness at this key time in Marbles’

development.’



Mark Robinson, group marketing director of HFC, said: ’Wolff Olins has

given us a great brand identity, Motive has secured some fantastic space

and Mother has proved they are just as good at fulfilling short-term

tactical opportunities as they are in long-term brand building.’



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