Churchill's radio ads boost interest levels

Challenge: Insurance is a low-interest category and consumers do not generally have much brand loyalty. Aggregator brands in the category rank quotes by price, making the market even more competitive. Most people now use aggregators to create a shortlist, so we needed to ensure that if Churchill wasn't in the top three from a price perspective, it is still being considered.

Churchill: still being considered
Churchill: still being considered

Stacey Pratt

People are much more likely to take notice of insurance advertising if they are in their renewal window, so frequency is important. TV on its own delivers reach and frequency, but it was our hypothesis that adding radio to a TV campaign would give us greater cut-through. The Churchill dog character only has to say "Oh yes" or "Oh no" and people attribute a set of values that they expect from Churchill - reliable, consistent and dependable. The Churchill creative sits well with radio, as it uses the same construct as the TV creative and amplifies the friendly, humorous but reliable Churchill dog character - and, by association, the Churchill brand.

We used Newslink, a networked packaged of radio airtime next to news bulletins during the key morning slot (6am to 11am). The ads ran across a range of different stations. This positioning was to focus on radio's highest-reaching daypart to give us scale and also capturing listeners in the right mindset - in their car. Four weeks of radio ran alongside brand television.

Hall & Partners and RAB research showed that the radio advertising distinctly improved three measures - commitment to the Churchill brand, planned action and brand preference. Twenty one per cent of listeners stated Churchill was "the only or one of the first insurers I would consider" verses 13% of non-listeners. And 62% of those who consumed radio and TV ads planned to take further action (searching online) compared to 49% who only saw the TV ad. The campaign showed radio significantly raises consideration levels both as stand-alone radio activity (listeners versus non-listeners) and as a halo effect when used with other media.

Stacey Pratt, Senior planner/buyer, radio, MediaCom

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