{
  "docId": "019dd923-5e88-73ef-bd57-c1a6b75265f3",
  "docSlug": "846c4fef327fa4ce",
  "documentTitle": "2020 Effie UK Report  in partnership with Ipsos MORI",
  "authorId": "IPSOS",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.617,
  "pageNumber": 8,
  "pageCount": 41,
  "prevPage": 7,
  "nextPage": 9,
  "slideType": "case_study",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 3,
  "notes": "The slide uses a quote to frame a business problem.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd57-c1a6b75265f3/8",
  "deckHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3#slide-8",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "To achieve our objective of growing our mortgage applications by 10% we needed a creative and media strategy that would give us visibility and cut through beyond our means.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-22fd-7168-b9ee-dbc3680f2fbe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.2,
        "x": 0.63,
        "y": 0.7
      },
      "kind": "paragraph",
      "text": "Gen Kobayashi\nChief Strategy Officer\nEngine UK",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd6a9fcc-dd2d-4c57-be98-e342d672fd9f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.8,
        "x": 0.1,
        "y": 0.28
      },
      "kind": "quote",
      "text": "The challenge for Santander was understanding how to create impact in the cluttered UK mortgage market when the bank was not known for mortgages. Throwing money at the problem was not an option. Despite being the 5th largest bank in the UK, Santander’s advertising spend is less than half of its main rivals and one third of the market leader’s. To achieve our objective of growing our mortgage applications by 10% we needed a creative and media strategy that would give us visibility and cut through beyond our means.",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "56a4d930-427b-4ba8-bf2d-54abeb9ff243",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "The challenge for Santander was understanding how to create impact in the cluttered UK mortgage market when the bank was not known for mortgages. Throwing money at the problem was not an option. Despite being the 5th largest bank in the UK, Santander’s advertising spend is less than half of its main rivals and one third of the market leader’s. To achieve our objective of growing our mortgage applications by 10% we needed a creative and media strategy that would give us visibility and cut through beyond our means. — Gen Kobayashi, Chief Strategy Officer, Engine UK",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-22fd-7168-b9ee-df7f5978b9fe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.04,
        "y": 0.08
      },
      "kind": "title",
      "text": "Effie Case Study: The Bank of Antandec",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6db1ae3a-836b-42c6-ba73-5739024d4a7f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.04,
        "y": 0.14
      },
      "kind": "title",
      "text": "Inspiration straight from the Agency",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e529e841-fee9-4d30-b193-69456ef4fc0f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 9,
      "from": 5,
      "beatId": "da5137da-b1ee-4c3e-b98a-7f2489dd58b3",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Complication",
      "beatSlug": "complication",
      "evidence": "The document highlights the challenges and complexities of marketing campaigns, including the importance of clear objectives and strategic research.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 9,
      "from": 6,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "2ffdbccb-cbb8-49d8-a144-3ba891717f16",
      "evidence": "The document presents a case study of the Bank of Antandec, highlighting the importance of clear objectives and strategic research.",
      "position": 0,
      "objective": "What makes a marketing campaign effective?",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 0.7,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}