Pru puts pounds 8m into Egg

Prudential is ploughing over pounds 8m into promoting Egg, its attempt to take on Tesco, Sainsbury’s and Virgin in the direct banking and mortgage business.

Prudential is ploughing over pounds 8m into promoting Egg, its

attempt to take on Tesco, Sainsbury’s and Virgin in the direct banking

and mortgage business.



As part of the campaign Prudential has struck a deal with Channel 4 to

sponsor shows over a six-week period including Prime Suspect, NYPD Blue

and Ally McBeal. The slots will be sponsored ’on behalf’ of consumers

showing their routine.



To coincide with the launch of the service this Sunday, Prudential is

launching an integrated campaign to hit its core audience, described as

15 million young, affluent and technology-literate.



Following the trend of recent ad campaigns by British Airways and

Sainsbury’s, Egg’s first 90-second TV commercial will focus on the

characteristics of the bank’s staff. Prudential is also a founder member

of the Institute of Customer Service (see above).



The initial ad will be followed by a series of TV commercials featuring

celebrities including Linford Christie and Zoe Ball, with the theme of

tailor-made banking.



Internet and teletext ads will appear from October 11 and a national

press and radio campaign breaks two days later. Press ads (below) stress

the impact that an Egg product has on the individual.



Egg’s brand strategy was developed by HHCL & Partners EM unit and its

logo designed by CLK. Media will be bought by New PHD.



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