3. THE CHALLENGE
Establishing CREDIBILITY and TRUST for an unknown brand in the market.
To create a POSITIVE association with the brand.
To re-establish INTEREST in a category that is famous in the market for being very
boring and over sold.
6. STRATEGY
1. LAUNCH
Gain the attention of the audience that a new player is in the market. We don’t want to come in with a hard sale in
this stage – we need to build a relationship first.
Use the talent. The audience have formed relationships with the talent. They are interested in their opinions, they listen
to what they have to say.
Use the audience for content. Rather than trying to come up with ways that we think the audience may need insurance
– let them tell us!
Organically show the customer why they would need pet AND house insurance in a playful manner that doesn’t feel
like their being sold a product.
7. STRATEGY
2. ENGAGE THE AUDIENCE
Keep the ball rolling. Give the audience an incentive. Competitions. New Content. New platforms.
Take it online. Lets share this content with our non-radio listeners.
3. CONVERSION
Ultimately, the goal of this campaign is to drive sales. We’ve established a relationship, we’ve given them their reasons,
now lets get the sales.
8. Everyone knows that he need home insurance….
…We’ve all been bored to death with the ads!
13. So let’s use our content rich POINT OF DIFFERENCE to turn this stale and boring category
into something of interest!
14. NOVA EXECUTION
LAUNCH
• “BRING YOUR PETS TO WORK DAY” (Executed on a Monday)
• Launch “Kips Pet Fails”
• NOVA OB Pet Party
ENGAGE THE AUDIENCE
• Continue to run in following weeks – “Kip’s Pet Fail” Weekly Segment (Monday & Thursday)
• Social integration
ONGOING
• On air support with live reads and Pre-Records
• Up-weighted in ongoing campaign
15. 97.3 FM EXECUTION
LAUNCH
• Come Online!
• 97.3 FM Talent watch and talk about the funny videos people are sharing
• Drive customers to go online and share
ENGAGE THE AUDIENCE
• Live Reads
• Fans continue to share their content
• Competitions – prizes for the best weekly video
ONGOING
• School Pick up segments
• On air support with live reads and Pre-Records
• Up-weighted in ongoing campaign
17. CHALLENGE ACCEPTED
WE WILL Establishing CREDIBILITY and TRUST for Henrys Home Insurance…
WE WILL create a POSITIVE association with the brand...
WE WILL re-establish INTEREST in a category that is famous in the market for being
very boring and over sold…
18. CHALLENGE ACCEPTED
WE WILL Establishing CREDIBILITY and TRUST for Henrys Home Insurance…
WE WILL create a POSITIVE association with the brand...
WE WILL re-establish INTEREST in a category that is famous in the market for being
very boring and over sold…
