Our approach
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.
Idea
A multilayered solution based around ownership of the Sunday Magic Indulgence Show
Execution
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 whilst online and podcasts supported the events and on air activity.
results
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.
Medium.
Objectives.
Working with Magic offered us a valuable opportunity to engage with 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.
”Brand Manager, MORE TH>N