Egg campaign goes for a direct message to improve male appeal

Internet bank Egg has redesigned its £1m online ad campaign after discovering it has less appeal for men than women.

It has found that the ad created a favourable response with 31 per cent of women but only 13 per cent of men, and that men preferred a more direct ad with a clearer message. The new ads are simpler, with more information about the product. It forms part of Egg’s “speaking socks” campaign that included television ads created by its lead advertising agency Mother.

Egg says that the advertising campaign resulted in 196,000 new credit card accounts being issued in the UK.

The idea for the online campaign was originally developed by EHS Brann, which was executed by Egg in house. The ad will appear on The Guardian, Thisismoney, NTL and BT/Yahoo websites. The redesigned work goes live this week. MediaCom is responsible for media planning and buying.

Egg offers credit cards, loans, savings, travel insurance and motor insurance. It was set up in 1998 by Prudential and was floated on the stock market in 2000. Prudential continues to own 79 per cent of the company. While Egg has pioneered online banking in the UK, its attempts to break into France have been less successful and are under review.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here