"With your banker, you often feel like a child, with neither partnership nor authority."

Market Situation / Problem
To develop a new banking concept exclusively on the Internet for Prudential.

Our Approach / The Solution
Audit of banking and numerical markets.  Development and validation of the concept.  Recommendation of the name of the brand.  Development of visual identity.  Validation of the mix.  Positioning development.  A communication charter (advertising, savings, mortgages & loans, chequebook, site).  Launch strategy.  Development of the brand concept and identity.  Strategic and consumer work on a range of new services.  Helping to develop and implement the integrated marcomms plan for the brand.

Result
New (endorsed) brand called egg: launched in 1998, and today is the World’s largest pure online bank with over 3 million customers today.  First 'online only' bank on the Internet with subscriptions 10 times greater than forecast in the UK.