2011 Gold Best direct response television or radio advertising | DMA
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2011 Gold Best direct response television or radio advertising

01 Dec 2011

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Client MORE TH>N

What is wonderful about this work? We used powerful messaging within a DRTV vehicle as both a response and frequency driver, by cutting down spot lengths and increasing persuasion. Media and creative working together put simply. A great idea turned into an effective DRTV execution. We exceeded targets set for 2011 – while decreasing TV costs by 17%.

What details of the strategy make this a winning entry? It’s an expensive business for a brand to be present on TV continually. We used an off-air period to dynamically analyse the relationship between TV and a number of key metrics – in particular behaviour in digital channels. We found that when TV went off, leads and sales went down – but far more significantly than pure response. The lack of DRTV was affecting unique visitors drivers like PPC, with brand and generic click-through both affected. Put simply, fewer people were going online – affecting visits to morethan.com, searches in Google – the top of the funnel was filled up less leading to lower levels of leads and sales. Our hypothesis was that a consistent presence (or as constant as possible) drives multiple business measures, so we set out to do just that. While our 30” DRTV ads were working perfectly well, we cut them down to 20” to drive greater frequency and hence greater efficiency.

How did creativity bring the strategy to life? The original brief for this campaign was to establish greater trust between MORE TH>N and its consumers. So we invented a character called MORE TH>N Freeman to be our brand spokesman – a creative vehicle with gravitas at its heart. We appropriated the important elements of Morgan Freeman to create an immediate shortcut to trust: his voice in particular embodies calm, care and wisdom. So our character spoke just like him, acting as a guide to the complicated world of insurance who reassures, comforts and entertains, and somehow just makes everything better. We needed to retain the charm and entertainment of our original ads. So we just pared back some of the more flowery language and made the messaging and CTA more upfront and overt.

Results We saw a 46% increase in response rate when comparing the new and old ads. The increase in frequency had a positive effect on web traffic and paid search activity. Overall, the campaign is now ahead of target for 2011. Tracking also evidenced the benefits of even more clear and uncluttered messaging – with both advertising persuasion and consideration seeing increases as a result of the change in strategy.

Judge's comment:“Overall, this was a solid way of improving on the previous campaign. To improve frequency, they cut down the ads and made them work harder for direct response and to get better results. But they retained the charm that they had in the original creative approach.” Marc Michaels, COI

Team Matt Conner – Client Services Director, Karina Jaya-Ratnam – Account Director, Neil Francis – Creative Director, Fred Rodwell – Copywriter, Andrew Parsons – Art Director, Chris Ridd – Planner, Peter Markey – Marketing Director, MORE TH>N Nicola Carver – Head of Marketing, MORE TH>N, Tim Dixon – Brand Marketing Manager, MORE TH>N, Clara Dennison – Direct Marketing Manager, MORE TH>N

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