FSCS shortlisted in CIM Marketing Excellence Awards
The Financial Services Compensation Scheme has been shortlisted in the Chartered Institute of Marketing’s (CIM) 11th Marketing Excellence Awards 2020 that celebrate innovation and creativity in the industry.
FSCS is in the Financial Services Campaign Award category for its videos created by UM London to show how FSCS can help people who have suffered financial loss. The awards ceremony will take place on 2 April at The Brewery in the City of London.
Lila Pleban, FSCS head of digital and marketing said, “It’s a great accolade to have been nominated and we’re thrilled. But, this was only made possible because our customers let us use their deeply personal accounts of financial loss to show how FSCS had helped them. We changed people’s identities and used actors, but we took everything they said, and their situations, from our customers’ accounts.
“The videos were created by UM London and focussed on the main reasons people come to FSCS. They showed how we had paid compensation to customers who had lost their pension, life savings, retirement savings or had been mis-sold financial products. Our customers were understandably devastated by their financial loss, yet they let us include their stories in the videos as they wanted to prevent it from happening to other people. As part of our remit is to protect consumers we also wanted the videos to help people make confident financial decisions that are right for them.
Creating clarity around our products and their limits is challenging because it’s complicated. However, it’s imperative we make it as simple as possible, to build trust both in FSCS and the financial services industry while reassuring some of the most vulnerable people in the UK. We built multiple creative versions relevant to our audiences’ financial situations: savings in credit unions, mortgages, pensions and investments. The personability of our creative helped us perform 13% above our campaign benchmark for view-through rate and help drive a deeper connection with our audience.”
The CIM Marketing Excellence Awards recognise the best industry talent. Previous winners include Britvic, Natwest, Royal Air Force, Transmission and Southeastern. The ceremony will see the best of UK marketing’s talent compete to be rewarded for their marketing campaigns and marketers over the last twelve months.
Chris Daly, chief executive of CIM said, “In uncertain times, the UK marketing industry has risen to the challenge to produce high-quality campaigns and significant rewards. For over a decade, our Marketing Excellence Awards have recognised the industry’s achievements and high achievers, but, this year, picking a shortlist has proved harder than ever. I would like to offer my congratulations to all those who have been shortlisted; they represent the very best in the UK’s marketing talent.”
The CIM Marketing Excellence Awards have been running for over ten years and recognise and reward brilliance in the field of marketing, celebrating the finest minds within the profession.
FSCS’s Financial Services Campaign Award category will be judged by a panel of experts, from across such brands as Financial Times, HSBC, Hello Fresh, Everton Football Club and leading agencies.
To find out more, visit cim.co.uk/marketing-excellence-awards
To find out more about FSCS visit fscs.org.uk
T: 020 7375 8631
Notes for editors
Read more about the remit of FSCS on our Notes for editors page.