The Challenge
Under threat from emerging fintech and changing consumer expectations, a top ten global bank knew it needed to improve on its consistency across all lines of business touchpoints. To solve for this challenge, the brand engaged Hotspex to guide them on a course toward being a unified, global brand.
After a Hotspex study revealed that 67% of North American’s would likely consider banking with Google, 77% with Amazon and 73% with Apple, it was clear to a company like Hotspex that conveying the right emotions in a distinctive and consistent manner was key for the bank to prevail in this era of fintech disruption.
Our Solution
By deploying our Hotspex Emotional Measurement Platform, predictive analytics, the Byron Sharp laws of growth and multiple brand building workshops, we were able to build a coherent, unified positioning territory backed by behavioral science and based on thousands of survey responses.
Afterwards, Hotspex and the brand leveraged Hotspex’s custom self-serve Ad Test Tool so that anybody from the bank could upload any stimuli and receive a read on its business impact and brand alignment within 12 hours.
The tool gives the client the data they need in a short period of time and generates an automated report that lays out the findings in a cohesive and structured framework that allows for more efficient comprehension and storytelling.
Outcomes & Solutions
This Ad Test tool provided flexibility for the marketing team, allowing them to ensure their ads were delivering not only in overall performance, but also on a specific emotional region for each business division, while still verifying that the overall brand personality remained distinctive and coherent.
This acted as a turnkey for efficiently assessing creative. Now the client refers Hotspex to several other leading brands dealing with similar challenges. Since this project, Hotspex has been awarded the tracking mandate and is viewed as the Strategic Brand Lead on the roster of insights and creative agencies. The Hotspex Ad Test Tool is now consistently leveraged to assess a communication’s breakthrough, distinctiveness, coherency, and brand alignment.
