ON THE BEACH
THE CHALLENGE Despite holidaymakers finally jetting off on their jollies, summer is the time when On the Beach suffers the…
Read MoreDirect Line was struggling to resonate with a younger audience, who see very little benefit to insurance due to the financial burden that it comes with. With that in mind, Direct Line set 3 objectives for this campaign
3. Increase brand awareness
Consumption of audio on digital devices is in huge growth & being driven by millennials. We also know that within audio, radio is the most trusted medium in the UK and on average sponsorship achieves 23% more considerations than airtime alone.
Sponsorship. Direct Line would sponsor mid mornings on KISS with Andrea embedding their messaging within a brand the audience know and trust. This sponsorship drove awareness and frequency for their target audience. Further support to enable further engagement took place on social, sharing playful videos using the station presenters for relatable & memorable endorsement.