Swift Cover

Campaign Objectives

With other offline and online media, launch swiftcover.com’s new Iggy Pop campaign whilst continuing to drive brand awareness and bring customers to the website.

Strategy

As part of the new Iggy Pop ‘Save Time, Time is Money’ campaign, reach people on the move and at home and encourage them to go online to get a 60 second car insurance quote.

Media Mix

Traincards, Rail, Outdoor, TV, radio, digital (online media).

Weight

Medium weight Broadcast Package of 5,000 panels (per burst).

Timings

4 weeks in January and March 2009.

Results:

Train cards are a fully integrated part of our outdoor campaign and represent 50% of our outdoor sites. They are an effective way to reach our target audience on their daily train commute to work. They have contributed to launching the new campaign successfully whilst helping us achieve our highest ever outdoor awareness with 48% in March 09. Sales have consistently met targets and swiftcover.com continues to be the fastest growing insurer in the UK.

“Train cards are a key part of outdoor media as they provide optimum dwell time and frequency. They are one of the best ways to reach our target audience during the quieter part of their daily commute and with growing use of online access on mobile phones, train cards also offer an opportunity to encourage the commuter to get a 60 second online car insurance quote”

Tina Shortle, Marketing Director, Swiftcover.com