MORE TH>N

Maintaining brand status using ongoing ad funded content

Audio(.mp3)

Background

With the need to be constant in consumers’ minds the challenge for many insurance advertisers is to maintain a year round presence in a very competitive and commoditised marketplace. This problem has been compounded by the advent of comparison websites.

MORE TH>N needed to maintain ongoing dialogue with customers, amplifying the core brand value of ‘offering more’ and thereby ensuring they remained front of mind across the whole year.

Why radio?

Because many people listen to radio habitually, every day it provided the ideal opportunity for MORE TH>N to reach out and speak to listeners on a daily basis.

By partnering with one station, Magic, over a long period of time, MORE TH>N maintained consistency and presence among the stations’ listeners.

Implementation

The idea was to bring the ‘offering more’ brand promise to life on air through the MORE TH>N Indulgence Break – a music sweep of fun favourites to end the day. The activity also ran on Sunday evenings, just before the working week was about to start, with an hour long ad free programme – The Weekly Indulgence Show where a celebrity is interviewed and plays their favourite songs.

Throughout the year listeners were additionally given 4 unique Indulgence events showcasing various acts, such as James Blunt, in exclusive locations.

Results

Research proved how successful the partnership was in boosting brand messages. 76% of listeners said they understood the sponsorship and as a result felt warmer about the brand.

53% felt MORE TH>N offers more than any other insurer – an increase of 23% compared to before the activity.

Perhaps more importantly 12% of listeners said that MORE TH>N is the only company they’d consider using – 4 times more than before the activity.

RAB Comment

The year long partnership with Magic provided MORE TH>N with a consistent presence throughout the year whilst achieving cut through from their competitor set. Ad funded programming with an established radio station was an ideal way to promote core brand values and ensure high consideration levels were maintained.

"Working with Magic has offered us a valuable opportunity to engage with our customers and to demonstrate our brand promise of doing more. It has enabled us to truly amplify our brand essence and add value. What's more independent research has shown that going 'out of spot' has genuinely cut through."

Tim Dixon, Brand Manager, MORE TH>N