HENRY’S HOME INSURANCE

RADIO PROPOSAL

Presented by: Sarah Kramer (OMD) Sarah Steele (OMD) Ellie McArdle (OMD)

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.

RESEARCH

RATIONALE

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.

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.

 Everyone knows that he need home insurance….

  …We’ve all been bored to death with the ads!

 But do we REALLY need pet insurance??

THEY GET STUCK….

THEY EAT BEES….

THEY FAIL….A LOT

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So let’s use our content rich POINT OF DIFFERENCE to turn this stale and boring category into something of interest!

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

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

SCHEDULE

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…

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…

 Henry’s Home Insurance  Protecting the things that make your house a home…

THANK YOU!