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
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
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
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’
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.’