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A Parrot As A Mascot. Is It A Good Choice?
Posted By: D1 on 8/2/2006 8:30 AM (CST) 125 Points
I am working for a bank and a few times ago we launch a campaign for sales increasment based on a Parrot as a main charachter.

In the testing stage we had some controversial results for the Parrot but we started the campaign anyway.

In order to organize our thoughts we did some further research on the subject but the question marks remained.

I would like an expert view on the parrot as a mascot for a financial institution.

-Is it representative?
-Is there any semiotic meaning for the parrot? (I am also interested in regional interpretation)

Thanx

D

Posted by: whimziequiltz Accepted Answer
8/2/2006 8:47 AM (CST)
I think of pirates when I think of parrots (you know, the head pirate always has one on his shoulder) and since pirates steal money... doesn't work for a financial institution for me.
 
Posted by: nishakapoor_1 Accepted Answer
8/2/2006 8:50 AM (CST)
Hi Guru,
Can you please elaborate as to what exactly was your campaign, what and who was it targeting and what were the 'controversial results' that you got in the initial stages?
More so can you please explain how are you using the parrot in your campaign and what exactly are you trying to achieve through this.
i think all this information will be handy while answering your query
 
Posted by: D1 Author Response
8/2/2006 9:08 AM (CST)
Hello once again.

I am sorry if I was a little vague.

The campaign main goal was to generate more loans.
We also aimed at inducing a positive (friendly) approach toward the bank.

We used all the main type of media
TV – where the parrot with a husky voice stated: If you have a salary you can have a loan.
Radio (pretty much the same style)
Outdoor
Press
branch materials etc.

We used colorful visuals because we wanted to attract young people who choose to live alone (therefore need money for an apartment, house furniture and so on).

We also wanted to change people view of our bank from: a boring but confident bank, to an exciting and reliable at the same time.

Hope this helps.

Thanx

D


 
Posted by: nishakapoor_1 Accepted Answer
8/2/2006 9:23 AM (CST)
Hi
ya that was good info.Well personally speaking, a Parrot propaganding about money making opportunities or anything related to fortune, the promise of getting rich etc. reminds me of the tricksters who wander on the streets ,posing as soothsayers,weilding caged parrots and duping ppl. I personally get revolted by such ppl. Thus a bank with a parrot as a mascot would give me the impression of someone again alluring with a false promise.
Again it is entirely a personal opinion, might not be the case with every one
bye
 
Posted by: vic Accepted Answer
8/2/2006 9:25 AM (CST)
In the USA, when I think of a Parrot, I automatically think of a "Pirate". Not a good thought process for a financial institution, eh?
 
Posted by: fred.ramstedt* Accepted Answer
8/2/2006 11:02 AM (CST)
i think everyone who thinks of pirates when they think of parrots has read too much robert louis stevenson as a child and watched captain blood too many times. long john silver is certainly a dubious character and not someone i would want to borrow money from, but i digress.

i think parrots are an excellent mascot, but one does have a tough road in making him a credible representative of your lending institution. dress him up in a suit, make him carry a briefcase, put glasses on him, etc.

parrots are intelligent birds
they can often live nearly 200 years - so i guess there might possibly be a parrot alive today who knew a barbary coast pirate.
they have a variety of markings - different lines of business

this one requires imagination but if an ape dressed in a 3 piece suit can sell investments and research i don't see why this won't fly. ahem.
 
Posted by: jay_trinh Accepted Answer
8/2/2006 2:02 PM (CST)
It sounds like you chose a parrot for the hell of it rather than having an objective for the mascot, or whether you need a mascot at all.

Further, I would only use the parrot as a semiotic if you have some other element to support it. For example, parrots are known to speak, so you can have a tagline like "Communication is key", with an objective of 'to increase awareness of clients that we (financial institution) always disclose full info' based on some market research that revealed 'Financial Institute was ranked low in regards to clients understanding all the features and benefits"

So as you can see, building some marketing around you parrot is strategically placed backwards.

You should be using market research to understand what needs to be improved (or something that is strong and you want to communicate it), then creating an objective to increase any given element (such as awareness of a feature/benefit), and THEN finally, choosing marketing functions/tools to facilitate this message you want to speak to the clients/prospects.

All the best.
 
Posted by: petgirlnz* Accepted Answer
8/2/2006 4:20 PM (CST)
When I think parrot I get no overly strong feelings that link with a bank or financial institution. I personally don't see financial companies as a type of business that needs a 'mascot' (makes me think of sport). A parrot makes me think of loud screeches, pirates and copying. A parrot doesn't make me think reliable or exciting. I'm probably just repeating what everyone else has said but did you do much in the way of market research / asking existing customers their thoughts?
 
Posted by: D1 Author Response
8/3/2006 9:25 AM (CST)
Appreciate your input.

Thank you
 
Posted by: jay_trinh Member Response
8/3/2006 2:12 PM (CST)
You're welcome. Hope I wasn't too critical.
 
Posted by: margec Member Response
8/4/2006 6:37 PM (CST)
I think it depends on the analysis of the message and target market and then it really depends on the execution. If someone asked us a few years ago whether a talking gekko would be good for selling car insurance on TV, I'm not sure we'd all have seen the possibilities, but I'd say GEICO has made that work pretty well...so it either could work, or could not work, depending on whether it was done well.
Marge
 


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