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 on Magic FM, as well as create tactical campaigns to run at key insurance periods
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, Gabrielle and James Morrison. Promotions and advertorials gave MORE TH>N further on-air presence.
-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.
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. 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.