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Monday, 3 December 2007

The Financial Festivity


We’ve all heard the bells before. Come mid-October the supermarkets are rolling out their seemingly endless supply of Christmas stock and the accompanying advertising campaign.

We all groan and complain how every year they are earlier and earlier. Of course if that was actually true, by now we would be watching Santa running around ASDA in ad breaks during Wimbledon.

In financial services however, there is not the same glut of Christmas executions. But why not? There is a tremendous opportunity to further brand affiliation. Not in a commercially abusive way of course. Not in the “Sleigh and sell” strategy where you wish them a happy festive season and try and make up some lost revenue at the same time.

What I mean is “Sleigh them in the aisles”. Make them laugh and let them see that although you’re a financial services company, at the festive season, you too can be festive and be personable.

This is the time of year when normally guarded walls are a bit lower and people tend to throw their scepticism of sentimental executions to the wind. So maybe it’s time the industry that has traditionally not always been seen in the best light, comes out and makes everyone’s Christmas, just that much lighter.

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