CASE STUDY: New Concept attracts Insurance client to radio

Provided by RadioWorks Ltd
This client had not used radio before and through their airtime campaign they wanted to drive traffic to their website.
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What was the Challenge / Background of the Campaign?

This client had not used radio before and through their airtime campaign they wanted to drive traffic to their website. The client wanted Breakfast and Drive Time only to reach the highest level of audience, the peak daypart in radio listening. Usually clients would be charged a premium for booking airtime in only these dayparts, so this client was hoping to get some airtime in these dayparts without the added cost.

What was the Campaign Objective?

Through their airtime campaign they wanted to drive traffic to their website with more cost effective ways of advertising in London

What was the Solution?

We set up an auction in London and the South East. Using our radio planning tools we calculated which stations in that area was best fitting their target demographic of ABC1 Adults 35+. We set up four auctions (one per week) in order to achieve a month's worth of coverage for the campaign

What were the Results?

In the first week the client won 106 spots across six stations in the specified area, all played out in Breakfast and PM Drive. The client noticed an increase in traffic to their website of over 300% in the first two weeks of the campaign

What were the Key Learnings of this Campaign?

The advertising requirements are uploaded online, including the target demographic, the desired dayparts, frequency requirements, and the maximum price the client would like to pay. Then all of the stations which fit the client's criteria are invited to the auction to bid against each other for the advertising budget, bidding down the price of the airtime. The stations which offer the best price for the target demographic each win a portion of the airtime, resulting in the client achieving campaigns across multiple stations easily and efficiently.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 Adults 35+
35 - 44
45 - 54
55 - 64
Both
ABC1
C2
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearDRIVE TRIAL
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