Campaign Media Awards 2020: Best Use of Insight

Campaign Media Awards 2020: Best Use of Insight

WINNER
Zenith for NatWest

Male investors outnumber female investors 2:1, yet female investments perform at least 1.2% better than male. Almost half (47%) of women said they felt patronised or ignored when it came to paying bills, buying goods and critically, investing money (Vocalist). Zenith calculated that a 10% increase in female investors with NatWest would deliver an incremental £32m revenue to the business. By analysing 1,600 financial ads and articles, Zenith found a marked difference in communications aimed at men and women. Male-centred communications were empowering, intensely flattering and investment-focused, while the female-targeted communications focus on curing over-spending.

Zenith developed Women’s Collective, a NatWest online community. Built by female investors, for female investors, it aimed to provide engaging and useful conversation around personal investments. Research informed the topics the Women’s Collective needed to address, but to be a true community, it needed to keep listening and improving. Alongside the editorial calendar, we ran focus groups and Q&As to provide insight and data, informing future conversation topics. This led us to create A Women’s Collective Summit, a live event with workshops and panellists, fuelled by conversation in the Collective. It was hugely oversubscribed, creating the foundations of a movement that NatWest will own and build on for years to come. What was once an unconscious bias is now a recognised issue to be addressed. Among women who engaged with the Collective, 91% agreed that NatWest were the first to shine a light on this issue (Vocalist), while 71% of people want to see more campaigns like this from banks, and critically, NatWest has already seen a 4% increase in female investors.

The judges said: “Smart identification of returns of targeting female investors and analysis of current gender biased messaging in order to change the conversation.”

HIGHLY COMMENDED
Goodstuff for Gamble Aware

GambleAware had some serious obstacles ahead of it when looking to help the nation reduce the harm that problem gambling can do. Looking at a target audience of instinctively reckless young men and an enormous spend from the giants of the gambling industry, while being only able to afford a 2.6% share of voice, smart planning based around a key insight was vital. Having found brilliant academic research into message receptivity and the sports bettors' emotional journey, Goodstuff built a multi-phased approach that included public media, personal media and partnerships. Early results show the success of the targeting approach and strong intent around behaviour change.

FINALISTS
MediaCom for Lloyds Banking Group
OMD UK for Channel 4 / Hollyoaks
PHD for Argos
PHD for British Heart Foundaion

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