Challenger Brands, News /

Challenger Brand – Habito

Habito Logo

 

Gone are the days of sitting in front of your friendly bank manager asking him to lend you the standard 3 and a half times your income to secure a mortgage on your dream home. Now the whole mortgage process is going digital and probably the best of the bunch is Habito.

Habito was founded by Daniel Hegarty, an early employee at Wonga, who had a masterplan to take away the hassle of applying for a mortgage. Habito say they analyse over 11,000 mortgage products across 70 lenders in real-time. The entire process takes place via the Habito app on your smartphone or on their website and crucially it’s free, Ending the fees that many traditional mortgage brokers charge. In the same way Rightmove revolutionised the house buying and selling process, Habito puts the consumer in touch with more mortgage offers to suit their needs. The lack of a need for credit checks at the initial search stages will reassure potential customers who just want to get a feel of what’s out there.

Habito mobile app

 

The early feedback on Trustpilot, the consumer review site, is extremely positive and people seem to like the experience and the customer service they receive.

At Toast we always love digital innovators who make life easier for their customers. With mortgages being the biggest financial commitment many of us make in our lifetimes then more choice can never be a bad thing. So Habito are our challenger brand of the month.

 

Editorials, Featured, News /

Mayon Volcano – Video Fact File

We’re starting a new initiative at Toast. Video Fact Files, these are short video clips which give the viewer all the headline information they about a news event in a quick and mobile friendly clip. Our first clip is about the recent eruption of the Mayon Volcano in the Philippines.


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Advertising, Featured, News /

Brand Safety – Is your brand safe?

The Brand Safety issue is a big subject in the media right now and doesn’t look like it’s going away soon. For brands and organisations, it’s a reputational nightmare. You make some entertaining and informative video content and suddenly you get calls asking why your video is linked to or surrounded by other content that is extremist, offensive, pornographic, or at its simplest just contrary to your own brand’s ethics and values. For example, you are a family brand selling healthy cereal and you find yourself linked with a very explicit lyrics and imagery from the band Cradle Of Filth, famous for their songs that are violent, sexist, and overtly sexual. That’s a PR disaster that is none of your doing but the problem is you are now in damage limitation mode.

Challenger Brands, News /

Challenger Brand of the month – Birdsong Clothing

Birdsong is a wonderful London-based online fashion store with a genuine promise of “no sweatshops and no photoshop!” A brand who believe in keeping it real and keeping it fair.

Birdsong’s simple mission is to revolutionise the way women dress. Making sure their clothes are made with care and skill and at the same time giving help to local women’s organisations.

“From migrant seamstresses, knitting grannies to all our customers, we unite women.”

Many women workers are exploited for the sake of fashion. Birdsong reject that philosophy. They just want a fun way to do fashion that doesn’t make women feel ashamed about their size and shape.

April-18th-banners2
Advertising, Featured, News /

Is it good advertising practice to bring talent in-house?

The dangers of bringing your agencies in-house.

I suppose there was a sense of schadenfreude amongst a lot of agencies when they watched the PR car car-crash that piled up around the Pepsi Kendall Jenner ad campaign. It was supposed to be an example of good advertising crafted by an in-house creative powerhouse.

In the driving seat that fateful day was Kristin Patrick, senior VP-global brand development. Mr Jakeman, President of PepsiCo Global Beverage Group had praised the ad on Twitter on Tuesday morning shortly after it was released, saying he was “super proud of the @PepsiCo #CreatorsLeague for producing this,” but the tweet has since been deleted. Another danger of deleting your soon-regretted statements of support is that news of your deletion also goes viral! Only adding to the sense of incompetence.

Challenger Brands, News /

Challenger Brand of the month – Skinny Prosecco

Looking for then latest health drink? Want to live a champagne lifestyle without piling on the pounds? Well we may just have the fizz for you…

Skinny Prosecco

 

Thomson & Scott’s ‘Skinny’ prosecco contains only 67 calories per glass. Even health-fanatic Ellie Goulding is a big fan, with an Instagram message of support saying ‘I’LL TAKE IT’.

Advertising, Featured, News /

Drive traffic to your website with TV ads – Case Study

The Brand

– If you’re like startup Tootle, a new challenger and you want to drive traffic to your website where do you start? They aim to disrupt the £45 billion UK used car market. Tootle matches private sellers to dealers wanting to source specific cars directly from the public. By streamlining the sales process and removing middlemen, they aim to drive better prices and a smoother experience for both sellers and dealers.

toy woman standing next to toy car
Advertising, Featured, News /

For challenger brands TV is paramount

Promoting Challenger Brands

The power of advertising can turn around a brand in a short timeframe, but there are some big players that have done this more obviously than others. Innocent are one brand who, with help from a 30 second clip, became a challenger brand and grew their business across the last 6 years to unimaginable heights, highlighting the power that TV advertising holds when done right.

Advertising, Featured, News /

Ad blocking and your newly empowered audience

Now iOS 9 is out in the wild, advertisers are kicking and screaming in panic about the ad blocking support and functionality it brings. Advertisements bring forth huge chunks of revenue, $27.5 billion in the US (for the first half of 2015). Blocking ads hurts an age old model of revenue, but the ad blockers aren’t going to topple the $60+ billion online advertising industry in one fell swoop. The industry is vast, too important and touches too many.