March 10, 2007

Jumping On The Brandwagon

I've just come from watching the rugby on TV and am disappointed with the tenuous link which Ulster Bank are trying to establish with the game through their current series of ads. They're quite funny in their own way - they have various people roaring, celebrating or heaving rugby-style in everyday situations in order to be part of the action - but they say nothing that connects the brand in any way that really matters with a game that's becoming more popular by the week. And that's surely the point of such an association?

You can contrast this with the elegant series of ads from Bulmers / Magners that likens activities in the orchard (the home-ground of the brand) to familiar gestures on the field of play: for example, tamping down the earth at the base of a young sapling in the manner of a place-kicker teeing up for a kick at goal.

What a pity! Tapping into the story being told through one success by linking it with your own story is a powerful way to forge a connection with your customer and this strikes me as a wasted opportunity by the bank.

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