The Money Shop
Keeping a successful and expanding high street brand front of mind...
Objective
- Raise brand awareness of The Money Shop
- Tackle media and consumer perceptions about products and
services
- Showcase product offering and store opening programme
Approach
Since 2005, Ptarmigan Bell Pottinger has devised a number of
creative stand-alone campaigns to drive awareness to a specific
Money Shop store or the range of product and services available.
These have run alongside a corporate media relations campaign which
includes a journalist engagement programme, reactive press office
function and a series of proactive initiatives designed to
simultaneously tackle perceptions around high street lending and
pay day loans whilst raising awareness of the brand to a wider
audience.
PBP has created newsworthy, interesting and creative stories,
packed with media appeal for personal finance, news and consumer
news pages at both a regional and national level.
As well as traditional media relations, PBP has also devised
integrated campaigns to specifically promote an individual store,
be it a new store launch or a milestone celebration for an existing
store. The tactics employed for these include:
- Commissioned research analysing trends and consumer attitudes
and making this relevant for national and regional audiences
- Local MP and press visits
- Look-alikes such as the HRH The Queen, David Beckham and Del
Boy Trotter
- Experiential activity to create a buzz including gold human
statues, anamorphic 3-D street art
- Blue tooth activity targeting consumers with special offers
available in store
- Local celebrities such as Ronnie O'Sullivan signing autographs
at his local store
Results
PBP has continued to deliver successful media relations and
experiential campaigns to promote the products and services as well
as the store network and due to this success, is looking forward in
early 2011 to working on the milestone 400th store
launch for the brand.
Andrew Bryan, Marketing Director at The Money Shop, said: "I
have worked with the Ptarmigan team for a number of years and
continue to be impressed by their ability to devise fresh and
thought-provoking ideas. They never fail to deliver media coverage
and I can rely on them to be proactively thinking about my brand
and tapping into the news agenda."