Aldermore Bank – Launch of Mortgages in Scotland

Background

Being a refreshing, championing, challenger bank in a stagnant market, Aldermore wished to make a big statement when they launched their Mortgages in Scotland. They wanted to enter with a bold message promoting that they are a lender and that they are willing to do business, unlike most of the key players in the market. Not only did they want to appeal to brokers but they also wanted to build relationships with direct customers.

The message

The focus of the launch message was kept plain and simple. That Aldermore is a new lender in Scotland and they have the money and desire to lend. In a stagnant market where funds a difficult to secure, this is a simple challenging message that gives the market a refreshing change from what they have become accustomed to.

The campaign

The roll out of the campaign was large and included using a wide range of available channels including magazine adverts, banner adverts, flyers, emails.

Aldermore wanted to communicate the message ‘Hello Scotland’ and used images such as megaphones which are heavily associated with announcements – therefore publicising – ‘Hello Scotland – we are Aldermore.’

Camps solicitors – Clinical Negligence

Press adverts for Camps Solicitors publicising that they offer legal assistance for people who have been affected as a result of Clinical negligence. These adverts were displayed in a bi-monthly medical magazine called ‘Dear Doctor – with Dr. Chris Steele’ and were designed to target a health conscious audience.

Camps Solicitors are a well-established personal injury solicitor’s and have recently started to diversify the services that they currently offer and clinical negligence was an area where they wanted to build a reputation as a trustworthy and sensitive, legal organisation. The main objective of the adverts was to establish Camps as a credible Clinical Negligence firm that consumers can use if they have been affected.

Delineo believed that camps diversification into clinical negligence should be treated with sensitivity so as an advertising agency the team explored different avenues that would be effective in launching Camps solicitors legal expertise in the clinical negligence sector.

Camps solicitors wanted to present themselves as a compassionate and supportive face of the law and believed that it was important to educate consumers of the magazine on the easy first steps to take with the help of the experienced, approachable and discreet team of the clinical negligence experts. Camps wanted to remove the preconception that consumers claiming are only after financial gain and instead wanted to let the affected know that it is their legal right to seek advice and take action if they have been a victim of medical neglect. The featured models were very accessible to consumers and the in depth content effectively captured Camps tone of voice without being to glib or brief.

DRU Fires –Pitch Ideas

DRU Fires are a luxury, high end fireplace design company and they were looking at changing the way in which their brand was marketed. Delineo came up with four concepts in which they focussed on many different aspects of the brand.

Delineo were aware of the market that DRU Fires appealed to and developed concepts that would target that specific demographic. The first idea showed the designer of the particular fireplace, this was a way of telling the audience that when you buy a DRU fireplace you are making an investment in an iconic piece, DRU Fires are not generic pieces but handcrafted pieces of art. A fireplace isn’t an impulse purchase, it is something that is thoughtfully considered. By providing the background of each fire place it helps consumers build an attachment to fireplaces that they are considering.

In the second concept Delineo wanted to show that Fireplaces are often a statement piece and they can say a lot about tastes and styles. This concept showed that a fireplace could represent you personality by replacing a person’s face with a picture of their fireplace.

The third concept intended to show the impactful impression that a DRU fireplace can have. By making people’s facial expressions the main focus as opposed to the fireplace, consumers would be automatically intrigued to find out more about the brand and their product range.

The final concept combined the ideas that a fireplace can speak volumes about someone’s taste and personality but with the added notion that by purchasing a DRU fire the customer was aspiring to a lifestyle choice.  A DRU fire is a luxury product and something that should be enjoyed.

Gazprom Energy

Gazprom Energy wanted to attract more business energy customers but they understood the barriers to businesses switching provider. With many businesses having never considered changing supplier, Delineo were able to tap into an insight to break this ingrained apathy.

With energy prices rising well above the rate of inflation, energy costs are having a huge effect on a business’s bottom line. Despite feeling the pinch, due to the misconception that it is a difficult process and that energy turns off for a period of time when switching, many remain with their existing supplier and also risk rolling over to a higher rate when their contract comes to an end. With Delineo’s help, Gazprom have made it easy for businesses to avoid rolling over and switch supplier.

The campaign rolled out with targeted email, DM and press ads targeting SMEs and encouraging businesses to start a ‘three steps to switching process’, the first being to go online and enter their contract end date, the second stage, Gazprom will phone up on a date before the end date with a quote, the third being Gazprom helping the customer start the switch process.

The URL shown in the Direct Mailer was URL http://switch.gazprom-energy.com/.  Delineo built this to include and automated email reminder service to remind customers when their contract was up for renewal.

Camps Solicitors – National and Local Press adverts

Camps solicitors wanted to modify their image, by changing peoples ususal perceptions of a personal injury solicitors, they no longer wanted to be associated with purely financial gain but as a company that practices compassion and concern for each of their clients. Camps believe that everyone who has suffered a personal injury that wasn’t their fault is entitled to receive financial compensation. Therefore Camps solicitors instructed Delineo to develop their image in accordance to this concept.

These adverts were displayed in a wide range of national newspapers including The Sun and the Mail. They aim of these adverts was to connect with a national audience and advertise the fact that Camps solicitors can provide legal assistance for personal injury claims. Delineo thought that it was important to focus the key points that they wanted to communicate, so this is why Delineo chose the simple but effective medium of bullet points.

The headlines Don’t be out of pocket get what you deserve and We fight for your compensation rights reinforces the idea that Camps solicitors are acting on behalf of their customers and there is an alliance between the solicitors and clients. Camps Solicitors appear considerate and sympathetic in the adverts, which is exactly how they want to be portrayed.

The Co-Op – Social Goal Guidelines

A guideline PDF document to be used by members of the social goals team and marketing support agencies.

This PDF was created to reflect and incorporate the Co-op’s new brand concept – “Here For You For Life.”  The main objective was to create a document that gave clear guidelines on how to produce communications which are in line with the brand but also incorporates specific departmental requirements from the Social Goals team.

Delineo was asked to produce a document that gave clear instructions on how to display any form of Co-op communication, marketing or advertising. This was a simple and effective way of ensuring that all communications produced are consistent with the new Here For You For Life concept.

The PDF laid out exactly how the Co-op brand can be incorporated in all aspects of communication; it gave clear guidelines on tone of voice, example images, format and logo’s. This piece of work is essential for the Co-op to guarantee that their image can be consistently represented across a wide range of sectors from retail to funeral care.

The Co-operative (Social Goals)

E-newsletter which was part of the Green Schools Revolution Pack 2012

The Co-operative wanted to re-energise the green schools revolution and keep the appeal as lively as the 2011 launch site. The newsletter was one of several resources used to ensure that the appeal and the aims of the Green schools revolutions were not lost.

Delineo were asked to create a range of educational material which included a welcome booklet, sustainability guide, an academic wall planner as well as stickers, certificates and postcards. Our creative team introduced some new colour ways to the resources and created a vibrant and hard-working look that brought the content to life. Whilst still adhering to the strict brand guidelines that the Co-op have set.

Delineo have helped The Co-operative Electrical reach out to over 25,000 homes in the United Kingdom through a direct mail campaign, emphasising the brand’s role in solving every-day challenges for families.

The campaign underlines the company’s understanding nature, combining scenes familiar to families with young children with friendly, conversational copy. These illustrative images were accompanied by exclusive white goods offers and specifically delivered to those parents on The Co-operative’s mailing list with young children.

As the first Electrical direct mail campaign to feature the re-envisaged branding style of The Co-operative, this focus on enabling families to overcome daily hurdles strongly underpins the new ‘Here for you for life,’ message.

Delineo’s Creative Director, Leigh Sheridan shared his thoughts on the work, commenting;
We’re very proud of what we have achieved with this campaign, allowing The Co-operative Electrical to connect with their customers on a more personal level. We’re looking forward to building on this success through future campaigns, to reinforce The Co-operative’s new brand identity.

In Branch Leaflets which were located in stores throughout the country and created by Delineo.

A5 promotional flyer, designed to inspire people to give up smoking by showing the financial and health benefits that giving up smoking could provide. As opposed to focussing on the negatives that are often associated with smoking, Delineo believed that it was important to focus on the benefits that giving up smoking could the rewards that quitting could deliver.

The Co-op wished to establish itself as the first port of call for customers who want to quit smoking. One of the ways this could be achieved was by providing a compassionate, support system that lets customers know they are not on their own.

Delineo believed that by using the aida model (attention, interest, desire, action) as a format for these leaflets it would motivate more people and then in turn encourage a greater amount of sign-ups to the ‘stop smoking’ service and they were located within Co-op Pharmacy stores for point of service purposes.

You will have wanted to be in this industry since you can remember. Ideally you will have also completed a related degree, or if you studied something else, will have spent your free time reading Campaign and Mashable in between lectures. This opportunity will allow you to put into practice all of the wonderful things you have learnt in your formative years. But, we also want to see somebody who knows they have plenty to get to grips with and someone who is prepared for a steep learning curve.

The role specifically is to join the Client Services team as an Account Executive. You will be supporting the senior team, helping deliver projects for a wide variety of clients, from the UKs biggest mutual, to business to business baking and food products. You will be an organised type of person who can cope with lots of people asking lots of things without your head spinning out of control. You won’t mind getting stuck in, doing background work, preparing meeting rooms, running out to procure baked treats and other ‘mucking in’ type tasks.

If you think you are the right person for the job, do get in touch. We’d love to talk.

Send your CV with a covering note, or even something more exciting, to sam@delineo.com

Strictly no agencies/consultants/recruitment experts please.