CASE STUDY: Newspapers + TV partnership delivers for Abbey

Provided by Newsworks
The combination of TV, Newspaper and Online advertising played a key role in the successful launch of Abbey Super Saver campaign
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What was the Challenge / Background of the Campaign?

Abbey wished to support their TV campaign to launch the new Abbey Super Saver account. TV and national newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers.

What was the Campaign Objective?

To ensure that Abbey is part of prospective savers' consideration set, by communicating Abbey's range of savings products.

What was the Solution?

TV + Newspapers (including online) were used to create a more balanced exposure to the Abbey campaign than would have been possible using only TV.

What were the Results?

Newspapers + online newspapers delivered: 51% traffic increase to Abbey Savings landing pages - Longer dwell times and more pages viewed than average visitor - Brand commitment and consideration increased. Brand involvement up 5% points. Results improved with exposure to multiple newspaper ads. Call to action increased by 86% and emotional brand values improved by 49%, compared with TV alone.

What were the Key Learnings of this Campaign?

"The combination of TV, Newspaper and online advertising played a key role in the successful launch of our Super Saver campaign. And we've clear evidence that this combination of media built both involvement with the brand and increased web traffic during this campaign. It's clear to us, that going forward, a multi-media campaign that involves, TV, newspaper and online advertising will remain an important part of Abbey's future integrated advertising campaigns, to meet our response and brand objectives." (Keith Moor, Director of Brand & Communications, Abbey).
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Adults 30 - 64 established families/mature workers
35 - 44
45 - 54
Both
AB
ABC1
C2
NATIONAL PRESS
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE PENETRATION
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