The Musings Of An Opinionated Sod [Help Me Grow!]


To Give A Bank Credit …
January 14, 2014, 6:10 am
Filed under: Comment

Over the years, I’ve given banks a hard time.

Sure, they’re an easy target, but let’s be honest they’ve brought it on themselves.

Whether it’s their products … their service … or their ads … it seems that whenever they come to a junction, they always choose the wrong road to go down.

But recently I saw a bank ad that made me nod in approval.

No, seriously.

Sure, it’s not a great ad in terms of design or idea … but then, when you have something to say that is not the usual ambiguous bollocks that most financial audiences spout and you are saying it to a very specific audience, then it doesn’t have to be.

What am I talking about? This:

That ad was in a music industry magazine.

Now when most brands try and be ‘relevant’ to the medium they’re appearing in, they make terrible fucking puns or sad associations like this shit from currency.co.uk but Investec actually are speaking to musicians with something to say.

OK, so the whole ‘supporting talent’ headline is a bit shit and they still try to push their ‘wealth management’ bollocks, but I like that they’ve gone after a specific audience segment [musicians and writers] and their starting point in the copy is how they’ve helped many of these professionals over the years by advancing them cash against their future royalties.

Yes, I know that’s basically a ‘loan’, but I know from my past history that for many musicians and writers, that is huge news given many have to wait years to get their cash from publishers and record companies [Meatloaf took 20 years to get all his royalties from ‘Bat Out Of Hell’, resulting in him almost going bankrupt on 3 separate occasions] and often, few have the type of ‘traditional’ assets a bank will accept when granting a classic loan.

In other words, it’s an ad talking to musicians and writers saying something musicians and writers would actually want to hear.

Now compare that to what most financial organisations say and do and it’s a pleasant change … especially as their version of audience segmentation is either [1] rich folk [2] middle class folk or [3] business folk.

In a world where brands have replaced the quest for effectiveness with a desire to talk to ever increasing audience sizes, it’s little surprise we see more and more bland, meaningless messages being churned out for fear of ‘alienating’ a potential customer – even though 99.9% of these ads end up fading into the background quicker than a woman past her prime [ooooh!] – which is why there has never been a more important time to know who you really need to talk to … not just so you can design messages that have real value for that specific audience [which in turn has real value for the client] but because it’s so rare for brands to have a real POV these days, you might end up appealing to more people than you imagined, simply because it’s nice to have your brain engaged for once, rather than mushed.

So Investec, good on you, and I’m as shocked I’ve written that as I am sure you are.


31 Comments so far
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Is it a coincidence that hell officially freezes over (http://tinyurl.com/pllfnpz) and then Rob writes a post praising a banks advertising?

Comment by Pete

Seems the mayans got it wrong by a couple of years.

Comment by DH

I agree with you Rob this is a big thing for a bank which shows how bad the state of advertising is today. Objectively speaking though, this ad is not saying much, the bank are just talking to a specific audience in a targeted medium that uses language that is relevant to that group of people. They do deserve praise but should this be anything than minimum standard and behaviour for communication?

Comment by Pete

I hate to be in agreement with you but I’m in agreement with you.

Comment by DH

Fair point Pete. That said, given the state of advertising, I still think what they’re trying to do [albeit, that is what they should be doing anyway] is a step in the right direction.

Comment by Rob

I just hope they’re not stupid enough to lend money to Rick Astley’s guitarist. That would be worse than subprime.

Comment by DH

Rick Astley and guitarist is an oxymoron. But don’t worry DH, I’m not gonna give you up.

Comment by Bazza

baz humour. like humour just not funny.

Comment by andy@cynic

What has a zebra got to do with that ad? Unless its black and white stripes are supposed to symbolise the style of Lycra trousers favoured by the members of Rob’s favourite heavy metal bands.

Comment by DH

Proof. http://tinyurl.com/kqrcdnr

Comment by DH

I honestly would hate to think what you put into google to find that image.

Comment by Rob

I bet his iTunes purchases makes gruesome reading.

Comment by Bazza

Terrible, but worthwhile.

Comment by George

That’s a good point Dave, I have no idea what that zebra is doing there … but if it is some subliminal link to 80’s hair metal fashion, I like this ad even more.

Comment by Rob

Maybe you are still suffering from the effects of Christmas cheer but I find you being overly generous towards this ad. I agree it makes a pleasant change from the “one size fits all, say nothing specific” approach favored by the majority of brands, but to Peter’s point, all they really have done is communicate to the minimum standards you would expect from any advertisement. Good on them for talking to, rather than at, their specific audience segment but we should keep the scale of their achievement in proportion. And that headline/visual is awful.

Comment by George

Well said George. I’d go further and say they’re not even hitting their target audience as musicians in need of a loan do not read music industry magazines.

And well done on becoming head of nests.

Comment by John

why is every fucker surprised campbell is liking some bank ad shit, hes part of the 1% and just looking after his fellow fucking parasites. and what the fuck does doddsy mean by the head of nests? im guessing its a typo and should read twats.

Comment by andy@cynic

@Andy http://tinyurl.com/olgxpwu

Comment by Pete

all that means is more freebies for campbell. fucking depressing.

Comment by andy@cynic

I have good news for you Andy, I already own the Nest products. But of course, as new stuff comes off the production line, there will be blagging calls to my friends in Mountain View. Of course, if they don’t hand over the goods, they’ll be ex-friends. Ha.

Comment by Rob

Google might make their investment back then. Good news.

Comment by Pete

OK I get it … I’m being waaaaaaay too nice about this ad. And yes, the headline and zebra are weird. And maybe musicians don’t read industry mags [though I think more do than you think, depending on the musician and the mag] but as I said to Pete, in an industry of blandom, it’s amazing that a bank – some of the worst culprits in saying nothing to everyone – have attempted to have a POV that is specific to a particular audience using a medium that is tailored to that particular audience.

I agree it shouldn’t be ‘news’, but it is.

Comment by Rob

They don’t read music industry magazines. They read music magazines.

Comment by John

Well that’s OK then, because this was Classic Rock magazine that’s not the industry press and – based on the comments thrown at me for reading it – not a music magazine either. Boom Tish.

Comment by Rob

So I’m guessing you wrote “That ad was in a music industry magazine.” just to distract me from the realities of my life as one of the bottom 1%

Comment by John

If you read Classic Rock Magazine, you’d know it has a foot in both camps. Sort of. OK, I was wrong, you were right, Does that make you happy now? Ha.

And you’re not part of the bottom 1%, compared to the people who really are, you’re living the dream.

Comment by Rob

Banks are irrelevant to me as I have always had to exist in a cashless society.

Comment by John

just like the queen.

Comment by andy@cynic

Was this in your newly beloved Classic Rock magazine? If is was, the ad might talk to musicians who need the cash but they wouldn’t lend to them in a million years because they haven’t made any money since 1987. Ad fail.

Comment by DH

It was. And you’re right. God, I really screwed up with my praise of this ad didn’t I.

Comment by Rob

Don’t worry, we’re used to it.

Comment by DH




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