Royal Bank Of Scotland/ RBS DM DIRECT LINE FOR BUSINESS by Mediacom, Mediacom London

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Industry Insurance
Media Direct marketing
Market United Kingdom
Agency Mediacom
Associate Creative Director James Hewitt
Agency Mediacom London
Released April 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: INSURANCE
Date of First Appearance: Apr 12 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Associate Director: James Hewitt (MediaCom)
Creative Agency: (Geronimo)
Media placement: Direct TV Campaign - 6626 Spots - SKY Sport, News, Documentaries, Lifestyle, Movies. IDS Lifestyle. Dophin Kids. F - 12th-30th April 2010

Describe the brief/objective of the direct campaign.
There are 1.7m landlords in the UK - professionals, investors who have a second home as a nest egg, and “accidental landlords” who have become landlords due to changed circumstances.
Our research showed as many as 38% of landlords were either unaware they needed landlord insurance or had the wrong type of insurance - mostly those who had become landlords after inheriting a property, moving in with a new partner or relocated.
We identified that the opportunity was to EDUCATE these accidental landlords, in order to boost consideration, and ultimately drive sales growth in this sector.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The challenge was to reach this diverse and disparate group, whilst delivering against strict acquisition targets.
Our previous mix of direct channels, whilst effective, were reaching saturation in terms of efficient monthly volumes and doing little to educate accidental landlords.
We identified DRTV – a highly unusual channel for a business-to-business channel - as the response channel with the greatest potential to deliver against the brief.
A DRTV strategy would serve as platform to convey our education message with broadcast reach, whilst delivering against our acquisition metrics - with a cost effective entry point, scalable investment, effective tracking and optimisation.

Explain why the creative execution was relevant to the product or service.
The advert stars Sarah Beeny, benefiting from her credibility as the host of Channel 4’s Property Ladder. The creative features simple landlord iconography to differentiate itself from Home Insurance products and the tone is clear and informative without being patronising.
The 30” creative follows established direct principles - featuring key product benefits both visually and verbally, our “guaranteed to beat” offer, and a clear call-to-action throughout.
Activity launched in April 2010, appearing across 50 satellite channels, Monday to Sunday within call centre hours only. We tracked responses with unique telephone numbers and MediaCom’s proprietary response allocation system.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Accidental landlords took action, yielding an immediate 25% phone and 45% Web quote uplift to the business.

Performance was further validated through econometric modelling, allowing for increased investment throughout the year.

Overall, DRTV delivered 38% of total 2010 landlord sales, with activity tracking at 50% below the maximum cost per sale target - contributing to the product’s 100% sales growth YoY.

Direct activity also helped boost awareness and credibility. Brand tracking showed higher than average recall, 65% recalling that landlords require specialist insurance, and that Direct Line had specific cover for landlords.