Egg, the online bank brand, is axing its “guinea pig” campaign as part of a marketing-strategy overhaul. It aims to boost its focus on “product driven” advertising and offers.
It is understood that the campaign, which had the strapline “tested and approved by guinea pigs”, was popular with the public, but had failed to raise brand awareness or sell its products.
Egg is replacing the ads with a major integrated marketing campaign, which breaks on January 1. It will feature a dolphin called Raoul jumping through a hoop to draw attention to Egg Card’s 0% balance transfer offer. It has the new strapline: “You know where you are with Egg”.
Egg chief marketing officer Alison Wright, who previously headed the brand at Prudential, says: “This is a hard-working campaign to specifically sell cards using the distinctive style and values of the Egg brand.”
She adds that Egg has moved away from its “well-loved” guinea pig creative route to focus on a “clearer, product-driven” approach.
The guinea pigs campaign was launched in November 2005 to promote the Egg Money spending account.
The shift in strategy follows the sale of Egg from Prudential to Citigroup in May and its subsequent change of ad agency from Mother to Publicis, which handles all of Citigroup (MW May 3).
The campaign has been created by Publicis One and the TV work will be supported by online, inserts, tube advertising and direct mail.