January 20, 2008

Memories Of A Goldfish

Those of you who are familiar with us at Islandbridge will know how we encourage our clients to tell stories in their work. Of course, we're usually quick to say that we don't expect them to take a 'Once Upon A Time' approach to it as this is unlikely to work in a lot of cases. But at the same time, we do suggest that they see themselves as storytellers, with a compelling tale to tell to their own customers.

So I'm naturally delighted to see and hear that Goldfish credit cards have invited a number of heavy-hitters from different walks of life to tell a story of their own relationship with their Goldfish. Even the way in which we're greeted on the Story Site is very refreshing: 'Welcome. We want to tell you a story. Just click to choose.' And we can then read or listen to stories from authors as diverse as Ranulph Fiennes, Rik Mayall, Anthony Horowitz and Meera Syal. And the stories are really great stuff. And gorgeously animated.

Goldfish have woven this novel approach effortlessly into their own marketing pitch. Elsewhere, in About Goldfish, they tell us: 'Since being launched in 1996, we've been building relationships between cardholders and their Goldfish. We've always believed in talking to people in a straightforward way and in making it as easy as possible to go anywhere and do anything with a Goldfish. Perhaps that's one of the reasons why Goldfish became the fastest growing credit card in the market. It may also be why so many people have chosen to stay with us for so long'.

Now, I make no apologies for parroting the spiel of a big brand like this when it's designed and delivered with such charm. I don't carry a Goldfish credit card but I'd certainly be more open to it after enjoying their stories. Well done, Goldfish.

1 comment:

the persuader said...

Thanks for pointing me to the Goldfish story approach. A good example of how a company is exploiting digital media ( especially the video vignettes) to make the brand's advocates tell the story vicariously.