TNS Case History:
“Connecting the Dots” for Financial Services

Developing new and unique products and services is a huge challenge in the retail banking industry. Financial services companies know that when they hit upon a new service that has potential to defy inertia and drive new business, getting it to market quickly is critically important. So when one of our clients developed a new product that showed great potential to drive new business they turned to the TNS US Brand and Communications Division. Our client knew that a large, fully integrated marketing campaign was key to a successful launch of their unique, new service. They had just months to develop a value proposition, key marketing messages, and marketing creative.

Research Story
The TNS team went into action to develop a research program focused on developing an effectively integrated marketing campaign:

• Mid-Summer of 2005: Confirmation of the new service's ability to drive new business and marked the development of a value proposition

• Late-Summer 2005: Identification of key messages and development of POS marketing materials

• Fall 2005: Testing of creative ideas and animatics for television advertising, testing and launch of finished print ads

• Winter 2005: Launch of television advertising, testing and launch of radio advertising

• Late 2005/Early 2006: Monitoring of advertising effect and brand performance across touchpoints

Business Results
Launch of the new service was a huge success:

• The client’s TV ads garnered above average brand association and motivation scores, relative to the client’s TV norm.

• Almost 50% of consumers were aware of the client’s new product after seven months, from just 20% awareness at the start.

• The product outperformed competitor product offerings not only with regard to awareness but also with respect to key diagnostics.

• The client saw a significant increase in deposits, as a result of the integrated marketing campaign.