With the use of price comparison websites becoming the norm amongst consumers when searching for competitive insurance deals, the Churchill brand sought a marketing strategy which would provide front of mind appeal for consumers regardless of their standing within these sites. Through Churchill's strong, recognisable branding - in the form of the Churchill bulldog and its catchphrase 'Oh yes... Oh no' - radio was able to evoke the brand's appeal through just a couple of words whilst simultaneously providing instant national coverage and a cost effective frequency of message
Drive brand consideration amongst consumers
The campaign used Newslink, a commercial radio product, giving advertisers access to a huge nationwide audience of over 20 million adults each week. Commercials are positioned solus in break across a network of over 270 commercial stations during breakfast peak-time, which is 100% UK coverage with the Churchill campaign running across four weeks, divided equally between home and motor insurance.
The results were impressive and provided significant gains in brand consideration. For example while 49% of those who had seen the brand on TV planned to follow up online, this figure rose to 62% amongst those who had also heard the radio campaign. On the RadioGauge metrics, some gains were even steeper, with consideration amongst listeners reaching 33%, compared to 21% amongst non-listeners.
"We are pleased with the positive effect the research indicates radio has had on consideration of Churchill insurance. We are keen to investigate further how we can amplify our brand messages by harnessing the ability radio has to increase consideration in conjunction with other media" Lucy Brooksbank, Marketing Manager, Churchill