CASE STUDY: esure insurance use radio to drive traffic online
Provided by Bauer Media
Kerrang!105.2 in Birmingham increase awareness for esure & prove the station as an effective marketing tool for mainstream brand
What was the Challenge / Background of the Campaign?
esure came to us looking to address some key issues. They wanted to increase awareness of their insurance offerings and promote their discounted rates amongst ABC1 adults aged 25-54. As esure wanted to drive traffic online, a call to action radio airtime campaign was recommended. We wanted to build upon the relationships that listeners have with our stations to increase awareness and drive them online. Kerrang! 105.2 in Birmingham was suggested in order to prove the station was just as effective as other stations in that area to promote a mainstream brand.
What was the Campaign Objective?
- Increase awareness of their insurance offerings
- Promote their discounted rates
- Increase propensity to purchase
What was the Solution?
4 weeks of on air activity rotating two pieces of car and home insurance creative. The creative introduced the 'Mr Mouse' character onto radio, so as to become an integrated part of the overall brand personality. The creative pushed the concept of using your PC to buy insurance, talking about 'mice's prices' and persuading people to 'give us a click'.
What were the Results?
Independent research conducted by Clark Chapman investigated the Birmingham area, where this campaign was broadcast, in order to assess Kerrang's performance. Kerrang! 105.2 listeners displayed significant differences in awareness and attitudes towards esure compared to non-listeners of any of the esure radio activity. Over 4 in 10 Kerrang! listeners were aware that esure.com offers discounted insurance online compared to only 2 in 10 non- listeners.
What were the Key Learnings of this Campaign?
Research into the effectiveness of this campaign and into the performance of Kerrang in promoting a mainstream brand demonstrated that the station was successful for brands such as esure. Kerrang! listeners in fact had greater spontaneous awareness of the esure brand compared to listeners of competitor stations carrying the activity with 48% of listeners very / quite likely to go to esure for a quote on insurance.