CASE STUDY: MORE TH>N maintain ongoing dialogue via Magic FM
Provided by Bauer Media
As many people listen to radio habitually, it proved to be the ideal medium to reach out & speak to a mass audience daily basis
What was the Challenge / Background of the Campaign?
MORE TH>N needed to maintain ongoing dialogue with customers, amplifying their 'offering more' positioning and thereby ensuring they remained front of mind across the whole year. MORE TH>N wanted to build awareness via the Indulgence Sponsorship as well as create tactical campaigns to run at key insurance periods. As many people listen to radio habitually, it proved to be the ideal medium to reach out and speak to a mass audience on a daily basis. Magic 105.4 was the perfect fit for MORE TH>N in terms of ABC1 25-54 London audience.
What was the Campaign Objective?
- To maintain ongoing dialogue with customers and to build brand awareness.
What was the Solution?
A multilayered solution based around ownership of the Sunday Magic Indulgence Show. We 'offered more' to MORE TH>N by creating a truly integrated campaign with sponsorship of AFP, advertorials, exclusive events, promotions, online and podcasts. MORE TH>N really owned the Indulgence show, which ran commercial free, providing enhanced cut through. Every week a different celebrity guest hosted the Indulgence show, playing their favourite songs. These also tied in with exclusive Indulgence events throughout the year featuring artists such as James Blunt and Gabrielle.
What were the Results?
- 76% of listeners said they understood the sponsorship and as a result felt warmer about MORE TH>N
- 53% felt MORE TH>N offers more than any other insurer - an increase of 23% compared to before the activity
- 12% of listeners said that MORE TH>N is the only company they would consider using - 4 times more than before the activity.
What were the Key Learnings of this Campaign?
By partnering with Magic over a prolonged period of time, MORE TH>N could maintain presence amongst this audience and create consistency with their 'offering more' message. 'Working with Magic offered us a valuable opportunity to engage with our brand promise of doing more. It has enabled us to truly amplify our brand essence and add value. What's more independent research has shown that going 'out of spot' has genuinely cut through.' Tim Dixon, Brand Manager. MORE TH>N.