Inside Radio-Presentation 2015
-
Upload
sarah-kramer -
Category
Documents
-
view
183 -
download
1
Transcript of Inside Radio-Presentation 2015
![Page 1: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/1.jpg)
HENRY’S HOME INSURANCE
RADIO PROPOSAL
Presented by: Sarah Kramer (OMD) Sarah Steele (OMD) Ellie McArdle (OMD)
![Page 2: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/2.jpg)
![Page 3: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/3.jpg)
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.
![Page 4: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/4.jpg)
RESEARCH
![Page 5: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/5.jpg)
RATIONALE
![Page 6: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/6.jpg)
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.
![Page 7: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/7.jpg)
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.
![Page 8: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/8.jpg)
Everyone knows that he need home insurance….
…We’ve all been bored to death with the ads!
![Page 9: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/9.jpg)
But do we REALLY need pet insurance??
![Page 10: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/10.jpg)
THEY GET STUCK….
![Page 11: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/11.jpg)
THEY EAT BEES….
![Page 12: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/12.jpg)
THEY FAIL….A LOT
h"ps://www.youtube.com/watch?v=NRUBid6<Bg
![Page 13: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/13.jpg)
So let’s use our content rich POINT OF DIFFERENCE to turn this stale and boring category into something of interest!
![Page 14: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/14.jpg)
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
![Page 15: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/15.jpg)
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
![Page 16: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/16.jpg)
SCHEDULE
![Page 17: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/17.jpg)
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…
![Page 18: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/18.jpg)
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…
![Page 19: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/19.jpg)
Henry’s Home Insurance Protecting the things that make your house a home…
![Page 20: Inside Radio-Presentation 2015](https://reader033.fdocuments.in/reader033/viewer/2022051504/58ed14831a28ab32188b457d/html5/thumbnails/20.jpg)
THANK YOU!