Amplifying the 'talkability' factor of a new financial brand on a huge scale and communicating its unique product attributes
Egg Money launched as a truly innovative financial product but as ever potential customers didn't want to be overloaded with too much product detail. Instead its launch needed to raise awareness as well as creating buzz and talkability. It also needed to differentiate itself clearly from the Egg Card so that there was no confusion between the two product offerings.
To get Egg Money talked about and highlight its point of brand differentiation - its link to the fun side of managing your money (in other words spending it) - to create standout from other financial products, a real sense of excitement and interest among listeners. To highlight to consumers that Egg Money is a revolutionary way to manage your spending money.
A promotion, The Big Money Experiment, ran across 60 GCap and Emap radio stations during breakfast shows - the biggest ever promotion on UK radio. Listeners had to answer a series of fun questions about shopping to qualify for the big prize - a trip to London and the chance to spend £100,000 in 100 minutes. After a week of building excitement across the networks the finalists came to London for a four-hour celebrity hosted live final on the Saturday that aired on all the participating stations.
Across the campaign there was a 48% increase in brand saliency - a critical measure for Egg Money - and 88% of listeners correctly associated the brand with the promotion.
That Commercial Radio can pull off a very large scale promotion that can run across a number of networks. It demonstrates the levels of engagement achievable in the multi-media age with a high level of calls, texts and online hits. It also reminds us of a long established strength of radio - that of generating genuine excitement through people competing to win massive, once in a lifetime prizes.