Strategy + Planning
We offer world-class strategy and planning. We apply it to every element of our work to ensure your business does more business.
We have a dedicated strategy and planning practice with 40+ years of combined experience in industries such as travel and tourism, financial services, airline, utilities, telecom and retail. This ensures that the strategies we develop for our clients are distinctive, relevant and highly motivating.
Brand strategy and positioning
Audience segmentation and targeting
Campaign planning and execution
Client services and communications
Insights data analysis
Performance and analytics
Strategy + Planning case studies
Helping a global audience thrive
Most of us head to a high point when we reach somewhere to get a sense of the place. Expats know this feeling well. It’s about being in control, even when you’re on the edge of your comfort zone.
As a banking partner that crosses continents with you, HSBC Expat is the one bank account for global financial control.
Our insight based approach delivered the latest global HSBC Expat campaign – driving acquisition, growing wealth and FX revenues.
Expats have a need to cross continents and manage their money with ease and control helping them achieve global lifestyle ambitions. HSBC is a partner, an enabler who has their back and supports their ambitions. Expats are doers, who boldly go forth and seek life out. Together, with offers for 2020, both parties can thrive.
“Wherever life moves, we’re right with you” is an overarching strategy that anchors each individual story. It delivers on the notion of thriving and picturing aspirational scenes that expats relate to.
We used our deep understanding of the audience to create standout messages we knew would empower and connect. A simple three-stage headline told a story and featured expats in control of their circumstances and finances.
Our ad executions, each tailored to locations, appeared on OOH, print, digital, social and retail.
Following its launch, there was a sharp uptake on HSBC Expat offers throughout the campaign period.
Enticing global nomads to relocate and embrace a new life
With Guernsey well and truly on the global radar following international press coverage during the pandemic, Locate Guernsey wanted a new standout campaign to encourage global high net worth individuals to relocate.
The campaign focuses on two core audience groups:
1. High net worth individuals considering relocation.
2. Business owners, who during lockdown have considered moving their family and business.
The Covid pandemic has caused a global shift in our ability to work remotely. So location and environment is more important to our work/life balance than ever. This gifted us the perfect opportunity to communicate just how special life on Guernsey can be. Because if you can live and work anywhere, why not explore the benefits of making Guernsey your home?
Moving away from scenic shots, we gravitated towards lifestyle; framing moments that make island life extraordinary. The pre-work sea dip, the lunchtime sail and relaxing on the beach after a long day.
Our creative ideas play on juxtaposition and contrasts with life elsewhere. Showing a life less ordinary and celebrating the norm for Guernsey residents.
We evolved the visuals from their previous tiled look, replacing them with scenes where the viewer is part of the narrative.
Using a series of media bookings to our advantage, we tell the story of an ‘average extraordinary day’ in Guernsey. Taking you from morning to evening, through changing seasons, whilst appealing to a range of audience passion points.
Launching in the Financial Times, the campaign will be rolled out across other media throughout the year.
Looking for ways to make your brand stand out? We can help your business do more business. Get in touch and let’s make it happen.
Escape to Jersey - Summer
Oi created and launched a major integrated digital marketing campaign for Visit Jersey encouraging Londoners to escape to the island for a holiday or short break.
The immersive and interactive new campaign was called ‘Escape to Jersey’. First person video footage with a custom sound track used to encapsulate the Jersey experience, allowing travellers to effectively ‘try before they fly’.
Accessible through the responsive campaign microsite, the video shots aimed to evoke an emotional reaction from the viewer by appealing to the senses and giving an honest taste of a potential break in Jersey without leaving the comfort of the sofa.
Leading local photographer and videographer, Danny Evans, spent three weeks touring the length and breadth of the island to capture the essence of Jersey in a series of video vines. Using GoPro cameras on body harnesses he captured the whole Jersey experience in amazing video footage – from the breath-taking beaches at St Ouen to the dramatic views from Mont Orgueil Castle, and everything in between.
Using innovative technology, participants confirmed whether they are male or female then use a slider on the microsite to answer a series of 5 personality based questions about the type of holiday experience they’d like to have. Those included:
Relaxed or energetic
Under the stars or five stars
Beach café or Michelin star
Party time or time for you
Bargain hunter or buy it anyway
They then entered their email address, clicked on ‘Create my escape’ and a unique one minute video of their own ‘virtual’ Jersey experience immediately played. It could then be shared with friends and family using Facebook or Twitter. An automated email was sent to the user thanking them for creating their Jersey escape, and included a link again to their personalised Jersey video escape.
Adam Caerlewy-Smith, Head of Marketing at Visit Jersey said: “The Travel and tourism industry is undergoing a huge revolutionary change in the way it seeks to engage new visitors and to continue to appeal to existing ones. We wanted to challenge people’s perceptions of Jersey and capture rich data, which can shape future marketing initiatives. The ‘Escape to Jersey’ campaign puts a little slice of island life in the palms of potential visitors and shows them what escaping to Jersey really feels like.”
The campaign microsite featured three different escape short break packages, beautiful images of Jersey via an Instagram feed, links to Visit Jersey’s other social media channels, and information about the island.
Visit Jersey ran a highly targeted, rich media display and online advertising campaign supported by email and social media activity, directing potential visitors to the Escape to Jersey campaign microsite.
A plane funny social competition
Thai Airways UK briefed Oi to come up with an exciting social media competition to run across Facebook and its other social channels.
The photo-sharing concept branded ‘Plane funny’ used a special photo-sharing app, enabling people to upload their funniest photo which was then displayed as though they were looking out of a THAI Airways plane window. Moderation tools were used to ensure only suitable imagery was displayed. A digital advertising campaign helped promote it.
It was a massive success with over 50,000 people taking part! And one lucky winner won a 10 night holiday in Thailand.
Oi also designed and built a new website for the airline which had an improved user-experience and was easier to manage from an internal perspective, incorporating a user-friendly content management system. This was part of a broader digital project that incorporated a major email database segmentation exercise and then targeted digital marketing campaigns to different target audiences and markets.
Acquisition with an emotive edge
Putting together a campaign during a global pandemic comes with challenges.
Following the success of the Purchase Plus Credit Card in the UK, this creative launched the card to the CIIOM (Channel Island and Isle of Man) market for the first time to Mass and Advance existing and prospecting customers, leveraging existing comms but bringing in localisation to resonate with HSBC’s Channel Island and Isle of Man customers.
HSBC boasts four cards in their portfolio, the latest card, the HSBC Purchase Plus Credit Card allows customers to buy today, and pay back over 18 months, without interest. This key feature led our copywriters and creative team to the core messaging of ‘Islanders, you no longer have to wait.’ The Purchase Plus Credit Card offers freedom, flexibility and time. Freedom to buy today and flexibility to pay back at your leisure.
It was important to us that the imagery reflected Island life and with the current effects of Covid-19 we wanted to be sensitive yet relevant. The image of a father and son duo surfing was understanding of the current climate as well as reflective of how islanders have been spending their time during lockdown.
Banners were created for the product landing page on the public website, and for existing customers email comms. In-branch, posters were designed to hang in the windows and prompt cards and tent cards were created for point of sale.
The campaign was executed across the CIIOM market above the line, rolling-out across GDN, Paid Search, Gmail advertising, and Out of Home, with multiple targeted formats across Instagram and Facebook.
This new product launch further enables HSBC to help their customers continue to thrive. Even when the world is in stand still, HSBC are right with you, growing their card portfolio to meet your credit needs.
We can help your business do more business. Talk to us and let’s make it happen.
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