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Comment on adverts seems to be the thing on here these days so...
First we have an elf girl, now Dave Bogeyman...
Anyone else think a bogeyman trying to sell a Bank is strange to say the least? Linking banking with the Bogeyman isn't the wisest. Then again Irish Permanent use a gangster character to sell mortgages... :eek:
Ulster Bank used a talking hippo a good few years ago!
Good old Henry Hippo!
How about First National and their buzzy bees?Quote:
Originally Posted by Ash
The ads got you talking about the bank.Quote:
Originally Posted by pete
It must be doing something right!
Bingo.Quote:
Originally Posted by shedite
I have to say I always liked the Churchill ads with the dog talking.
Oooooooh No!Quote:
Originally Posted by superfrank
Ditto. Horrible ad.Quote:
Originally Posted by Bluebeard
I've always thought that PTSB using a gangster from the Sopranos was just a bizarre idea.
Quote:
Originally Posted by Ash
I got twenty quid years ago for dressing up as Henry and handing out balloons to traumatised kids in the local paddys day parade.
Embarrasing but got ****ed that day with the money. Happy days.
At last someone else... :cool:Quote:
Originally Posted by dahamsta
Charlie Haughey wasn't available.Quote:
Originally Posted by pete
Ah the good old days of getting ****ed on £20, you wouldn't go out the door now if thats all you had. The Euro the greatest rip off in Irish history and the ****ers didn't even wear balaclavas.Quote:
Originally Posted by Countyman
Classic misunderstanding of advertising. This would only be true if people had never heard of BOI. But they hardly suffer from an awareness issue, so people talkling about them is irrelevant.Quote:
Originally Posted by shedite
The big question is - what do you actually remember from the ad ? Is the bogeyman or elf pretty much all you remember ? If so, then it's a crap ad, as the drama overwhelms the message. They're looking to advertise their products - not make wacky ads...
Name a bank.Quote:
Originally Posted by dcfcsteve
Chris Eubank.Quote:
Originally Posted by John83
He was doing the PTSB ads before he was in the Sopranos...Quote:
Originally Posted by dahamsta
Although every other charachter he's ever played has been mafia related
I hope my little girl never sees it, she'll never sleep the night again.Quote:
Originally Posted by pete
Can honestly say I remembered the ad but not the bank only that Dave was looking for a new gaff, no more than that.
You serious ? :DQuote:
Originally Posted by John83
Off top of my head :
Northern
Ulster
TSB/Irish Permanent
AIB
First Trust
Anglo Irish Bank
National Irish Bank
Royal Bank of Scotland
Bank of Scotland
Barclays
HSBC
LLoyds
Abbey
Halifax
Coutts
Santander
Habib
Bank of America
Citibank
Dime
ING
BNP
Credit Suisse
First Boston
Credit Agricole
Credit Lyonnais
I could go on, but I can't see where you're coming from on this ? :confused:
Are you trying to suggest bank's have low awareness levels....?
All true. There are countless ads I've seen numerous times which would stick in my head, but I could never remember what the product was. Surely defeats the purpose.Quote:
Originally Posted by dcfcsteve
On financial ads - my favourite is the Financial Regulator one "I don't know what a tracker mortgage is" :D
They're not looking for publicity, granted, but are any banks? Some of the times these ads are on are certanily not the time people are thinking about credit cards, or mortgages, but maybe sometime, when you actually are thinking about them, the bank with the most advertising will pop into your head. And if not pop into your head, then at least it won't be a forgotton bank anyway.Quote:
Originally Posted by dcfcsteve
My point is that there are lots of banks, and that having a brand name that people think of when they think "bank" will help significantly.Quote:
Originally Posted by dcfcsteve
I think that many people who honestly let a bank's name drop into their head after reading this thread would first think 'Bank of Irel... d'oh... I am not influenced by advertising". Most people who had seriously tried to do as I suggested would either have thought of BoI or "Well I definitely won't be writing Bank of Ireland here".
You're not understanding advertising here John.Quote:
Originally Posted by John83
If the ad was designed to rasie awareness of the bank, then it would be successful if the BOI name dropped into people's heads when they thought of a bank. But the simple fact is that everyone in Ireland already knows that Bank of Ireland exist - and numerous other banks. Spending money on awareness raiisng is therefore pure money down the drain for the likes of BOI (unless its aimed at new segments - e.g. young people/students opening their first bank account). And precisely because of the problem you mention of having a plethora of banks in Ireland with high awareness levels, BOI need to seek to differentiate themselves through their products/services - not by telling people who already know they exist that they exist !
When you distill the role of advertising down to its core, it can only essentially do one of 3 things :
1) Raise awareness
2) Encourage trial (through a variety of ways - including brand building)
3) A combination of the above (but this is rare, as it is messy and reduces the impact of both messages).
As BOI have no awareness issue, therefore the aim of their advertising should be to encourage trial of their products.
Most people on here knew about the ads with the fairy and bogeyman, few could actually recall unprompted that it was BOI (myself included) and not a sole has been able to tell me what the ad is actually advertising. That makes it a sh!t ad - it has completely failed in meeting the brief of promoting/selling whatever product or service it is supposed to be.
Advertsing that works tends to be rather dull and very work-a-day (think Cilit Bang) - though that is why it works. It steers clear of drama that overwhelms the message, and the use of characters or contexts that are either unrealistic or completely unconnected to the product. What has a fairy or bogeyman got to do with Bank of Ireland or banking...? :confused:
Steve, it takes one week for a bank's competitor to copy an original product. They all offer the same products more or less. Building a strong brand is the best way a bank has to differentiate itself from the others. It's a crap ad in my opinion but they're putting themselves out there. The very fact we're discussing it here is testament to the fact it's doing something. There's no threads in the last month discussing AIB but BOI has been brought up a few times.
Btw, he was Dave something or other but a customer with that name complained and he was changed to Dave Boogeyman.
I believe BOI are trying to sell one of their products with this advert. It could be current account, savings account or mortgages for all I know...
I think they're advertising their loan rates and free banking* offer.Quote:
Originally Posted by pete
*Must do a million and one things to avail of this offer.
Dave Whelan wasn't it?Quote:
Originally Posted by Poor Student
Funny because thats the name of an occasional Drogs poster! ;)
Bank's offerings are not all the same. There are market leading products available all the time - even amongst the high-street banks, which are the most homogenous. It is overly simplistic to give it the 'sure they're all just the same' line.Quote:
Originally Posted by Poor Student
What is brand building, and how does an ad with a bogeyman and a fairy help in adding to consumer's ongoing image of a bank ? And what is the point of brand building is if it doesn't inevitably lead someone to trial your product or services....?
Having people talking about an ad does not mean it has worked. The fact that no-one here has a feckin clue what the ad is advertising says it all. Does that ad motivate you to enquire about or take-up BOI's products or services ? No. Hence it simply doesn't work as an ad in the way that it was intended.
The Halifax Ireland adverts are stupid but they really just trying to establish their brand so they don't concentrate on products too much.
The best bank adverts here I think are the Radobank ones which do well to establish a new different brand & sell their savings products very well.
Going further off topic but the new Guinness "its alive inside" is excellent even by Guinness high standards.
Not really. They all offer relatively the same products with slightly varying rates which the general public find it hard to sift through and compare. Personal banking for example, most banks are offering the same things at the moment, credit interest current accounts, phone and internet banking, regular savers etc. If one bank comes up with something new another one will have it.Quote:
Originally Posted by dcfcsteve
Like I say, I personally don't think it's a good ad but you can see what they're getting at, trying to put a humourous angle on starting out on life and you needs from the bank from the perspective of mythical creatures. Not my cup of tea but that's not to say others don't find it funny.Quote:
What is brand building, and how does an ad with a bogeyman and a fairy help in adding to consumer's ongoing image of a bank ? And what is the point of brand building is if it doesn't inevitably lead someone to trial your product or services....?
As John pointed out, it's putting BOI in people's heads. They'll be battling with the other banks to win thousands of students accounts in a few weeks, can't do them any harm to be in the back of people's minds. As Pete points out with the Rabo ads, First Active offer a better rate on their electronic savings account but how many people think of them as the leading high interest savings providers?Quote:
Having people talking about an ad does not mean it has worked. The fact that no-one here has a feckin clue what the ad is advertising says it all. Does that ad motivate you to enquire about or take-up BOI's products or services ? No. Hence it simply doesn't work as an ad in the way that it was intended.
I get the opposit reaction. I hate the rabobank ones and really like the Halifax adsQuote:
Originally Posted by pete