The T-Mobile Royal Wedding

The ‘Tap and Go’ Revolution - Week 10

This week, I was briefed by a Senior Planner to investigate the current market for contactless technology with the financial services industry. This involved researching how contactless technology worked? Who were and how many retail outlets/ merchants worldwide supported contactless payment cards and, assessing future trends in contactless technology’s performance and development.

Contactless Card Technology

At the initial briefing I had a decent understanding of what contactless technology was. From experience using preloaded payment cards such as the Oyster and previous work experience on the roll-out of Barclaycard Freedom. A reward scheme designed to increase the frequency of Barclaycard customers using contactless payment when making low-ticket transactions.   In 2009, at the launch of Barclaycard Freedom, the scheme was considered innovative due to being the first UK reward scheme to offer customers ‘reward money’ instead of vouchers or points. And, similarly the first to reward small to medium retailers, by offering access to a ‘reward money pot’ that funds targeted offers such as double reward weekends to give customers more value. These initiatives were developed to benefit retailers by raising awareness of their business in the local community and increasing loyalty amongst Barclaycard customers.

Near Field Communication (NFC) works on short-range wireless connectivity technology, that allows a device such as a mobile phone to collect data from another device or NFC tag at close range - basically a 'Contactless Payment Card' integrated into a phone.

Near Field Communication

Whilst undertaking the research; I realised, since working on the launch of the Barclaycards contactless payment card in 2009. Developments within the contactless payment industry in the last 3yrs have gathered pace, faster than I had anticipated. Shifting from process innovation strategies that raised awareness of the new contactless technology from a grass root level. To various industries from telecoms to financial providers now seeking to integrate the next step of the technology -  Near Field Communication (NFC) into their business models. With sole objective of simplifying transactions and adding value to the customer experience. By providing consumers with a practical, convenient, flexible and secure alternative to cash and sharing information.  A key example is the Barclaycard and Orange partnership; which offers contactless mobile payments allowing customers to keep track of their finances via text alerts and quickly make purchases of £10 or under wherever a contactless symbol is displayed. Additionally, customers can earn reward points with every purchase they make. The Barclaycard and Orange partnership is interesting as it's a long-term strategic partnership aimed at introducing a broad range of mobile, financial and payment service that will lead to revolutionising the way UK consumers make payment transactions in the future.  

The Future...  Touch to Play 

Overall I'm pleased I worked on this brief, because now I have a more solid understanding of contactless technology. That makes me excited to see where it will lead in the future across other industries. As trends predict that its not only banks and mobile phone companies that are seeing real potential and advantages in NFC technology. As a keen gamer, I'm most looking forward to seeing how the gaming industry harnesses contactless mobile technology. I imagine, in the not so distant future. NFC displays will act as social hubs that advertise applications or games to the point that it will be common place for mobile user/ gamers to be interacting with NFC displays set-up in public locations such as underground stations, shopping centres or pubs. Essentially, NFC displays will be catching the attention of passers-by and encouraging spontaneous interactions between people for either a short play or an out-right competition whilst they kill time waiting for a train.  

NFC Prototype Whacker-Mole- Game     Source: Gregor Broll, (2010)



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Lucozade Now Using Popstars as Brand Ambassadors

Just saw this advertisement in the ad break of Jersey Shore on MTV, and I’m Absolutely LOVING it!

I think it’s really cool because today in the UK; the Lucozade brand is positioned as a sports drink. However, 80 years ago in 1929 Lucozade was originally introduced as a hospital drink for "aiding recovery;" than in the early 1980s, it was promoted as an energy drink for "replenishing lost energy.

With this in mind, I think this ad is a move away from a serious, sporty and medicinal brand image. Into a new realm of identity that communicates those origins and benefits in a very creative way. I find it interesting how they have seamlessly mixed the adrenaline one gets from sport with the adrenaline music gives you - I almost wish it was possible to jog and watch this ad but, I can't even walk and text at the same time.

Furthermore, I found the ad's use of music to be impressive. As it successfully communicates and emphasise the physical energy derived from the sugar Lucozade contains, in a tangible way. According to Lucozade’s Marketing Director, Suzy Smith the ad’s ‘Yes’ strapline is designed to...

"Inspire people to channel that energy and create ‘Yes’ moments – those times when everything clicks and great things happen"

I certainly think the ad communicates an infectious attitude, which effectively uses music as a tangible energy to bring the ‘Yes’ campaign to life.

The ad features two super talented artists from the UK and US. Both famous for collaborating with other artists from different genres. In the ad the two artists dynamically fuse different styles and genres together; which I suspect is an attempt to widen and cover all of Lucozade’s demographical bases. Tinie Tempah generally appeals to 'young RnB lovers’ and Blink 182's drummer Travis ‘young punk rocker types'. Which is in-line with GlaxoSmithKline’s goal of repositioning its Lucozade Sports brand as the choice of sporty teenagers.

Another interesting aspect of this ad. Is the sport star featured is Ireland's Amateur Female Boxing Star - Katie Taylor. Which is a slightly postmodern way of re-representing power, strength and energy in an unconventional but acceptable way - To be honest I don't really see many women heading-up male orientated advertising campaigns in (for want of a better word) a 'muscline' role. So, I found it refreshing to see a women who wasn't dolled up to the nines bouncing about or skipping. Instead, we see her looking gender neutral whilst she punches a punch bag competently and aggressively in time to the music... Fantastic Ad!

Reviewing Peugeot iPad Application – Week 9

This week has proved quite interesting, as in a couple of hours of down-time, I had the opportunity to assist a Senior Project Manger working on the Peugeot account. By critically reviewing, from a consumer prospective the functionality of the Peugeot 508 iPad App, created in-house by EHS digital designers; with the end result being that my views could potentially contribute to improving future App updates or versions.

Peugeot iPad Application

EHS 4D’s First iPad App

 Built around the campaign concept of “Quality Time”, the App collates content of interest to the target audience from across the web, and packages it beautifully for iPad – giving the reader just what they need to spend some Quality Time.                                                                                             

 EHS 4D (2011)

Viva Technology

A novice to the iPad, yet secretly a lifelong Apple fan; having owned a Macintosh back in day and now owning an iMac and iPod but, similarly a bit schizophrenic, as I‘m fiercely loyal to the good old PC and Blackberry. So, suffice to say the prospect of reviewing the iPad app was overwhelmingly exciting. Firstly, being an iPad novice but likewise a technology enthusiast I guessed it would not be difficult to unbiasedly review its functionality and lastly, because I love gadgets and couldn't wait to get my hands on the iPad!

Reviewing the Peugeot ‘Quality Time’ iPad Application

Prior to reviewing the App I read a 'Functional Specification' document; a step-by-step guide that the developers of the App had created. Which guided me through the App's functionality and content. Armed with the theory behind the app, I than needed to physically review the app.

On first sight of the iPad I found the idea of quickly getting to grips with it slightly daunting, because, as we all know Apples have different operating systems to PCs and vice versa. But, surprisingly it was very straight forward; I was able to find the App on iTunes and download it onto the iPad in minutes. Once accessing the App I was really impressed with it. Mainly, because I assumed...Being a Peugeot product its content would be all about cars, but it wasn't! I would best describe it as being a paperless magazine or newspaper, with content that offers something for everyone –  believe me, at one point I found myself getting really immersed and side-tracked by its many interesting entertainment and lifestyle articles.

    

Once, I had acquired a good idea of how it worked; I than had to update the ‘Functionality Specification’ document written by the App's developers with positive comments regarding the App’s functionality and constructive suggestions of ways it's functionality could be improved. For me this task was interesting because, however, basic it was. It nonetheless gave me good & clear first-hand insight into one way that free technology in the public domain, is continually improved to ultimately enhance the customer experience. Therefore, I’m really happy I got the chance to review the App because who knows maybe one of my suggestions may contribute to improving future versions of the App and thus the customer experience in some small way. 

You can view and download the UK version of the App here .

What does Marketing Administratiion Involve?

This week has proved to be surprisingly quite campaign wise, as many of the deadlines which the team has been working towards were successfully achieved last week. Therefore, this week has consisted of carrying out administrative tasks.

Marketing Admin Tasks

Weekly Status Reporting

Another of my objectives which I have mentioned in previous posts has been to ensure the Weekly Status is updated and circulated before and after status meetings, however, this week I had the opportunity to support the Barclays Retail account in updating their Weekly Status and learned that every account does conduct the same processes, but things are done differently. For example, Barclays Retail's weekly status  report is a lot more comprehensive as they manage more Direct Marketing campaigns such press inserts and statements which need to be created with various messaging for different target audiences where as Barclay Wealth campaigns are created with never more than 4 target audiences in mind so it's weekly status report is more concise.

Proof Reading / Update Offline and Digital Guard File

These tasks are done on 'an as and when basis'; usually when a piece of artwork, copy or both leave the studio. I am required to check the artwork against the client’s feedback and brand guidelines for spelling mistakes, grammatical, font or format errors before the work is presented to the client. And, when a campaign is completed I also update the ‘guard file’ which is a portfolio that includes all the clients latest work. Which is presented to various stakeholders throughout the year for a variety of reasons.

Help Team with Financial Admin i.e. Reconciliations Costs, Cost control and Opening Job Numbers

At the start of every week time sheets are submitted to the finance department detailing (with the use of job numbers) how much time has been spent on each campaign that has been worked on that week. Reconciliation is an accounting term and refers to the process of comparing two sets of records (the balances of two accounts) to make sure they are in agreement.

Throughout my time on the Barclays Wealth Account I have been required to support the Senior Account Manager in conducting reconciliations to ensure that the time spent and money leaving account matches the actual money and time spent. In order to ensure that the agency's work doesn't exceed the client's budget and costs are covered to produce the work. Which is done by making sure the balances match at the end of the week. 

I recall my first time doing reconciliations didn’t go as smoothly as I hoped, as being an idoit servant minus the 'Savant' part when it comes to maths; my confidence before I began was low. Therefore, reconciliation time  for the first few weeks proved to be a major learning curve and headache.  As instead of just comparing the time spent; I  thought I needed to add all the figures up and totally made a hash of it.  And, I think when I did this my manager must have thought what is this girl on? But, I’m pleased to say that I have now got a decent handle on it; however the major learning I have taken from that task was... it is vitally important to pay attention to detail especially when dealing with figures, as at the end of the day it's the client’s budget and agency’s revenue that we are dealing with so it's imperative that figuires are always correct.