Frequency Through Sponsorship | Chill and Fair City
Client: Chill Insurance
Project: Fair City Sponsorship
Primary Platform: RTÉ One
Objective
Chill Insurance is one of the largest online insurance brokers in Ireland and is 100% Irish-owned. Their aim is to take the drama out of comparing various insurance offerings. The insurance market is subject to seasonality because people don't think about their insurance everyday, rather they'll give it serious consideration when it is up for renewal. The brand challenge here was to keep Chill Insurance top of mind for the consumer and to increase the cut through of their message.
The key success metric for this campaign was brand awareness. Chill Insurance wanted to move prompted awareness from the low 80s to the mid 90s percentage range.
What was the opportunity?
Fair City has been a stalwart of the RTÉ One schedule for over 30 years, consistently delivering high viewing figures thanks to its combination of familiar characters coupled with credible and sophisticated storylines. As a result, it is one of the most popular programmes on RTÉ television.
With a loyal audience and shows every Tuesday, Wednesday, Thursday and Sunday, this sponsorship was the perfect opportunity for Chill. The "always-on" nature sponsorship allowed Chill Insurance to remain top-of-mind throughout the year.
Why RTÉ?
Chill's unique position as a 100% Irish-owned insurance broker was a strong fit with Fair City and RTÉ. As Ireland's national broadcaster, RTÉ holds a special place in the marketplace and Fair City is an Irish show for Irish audiences.
Chill Insurance had worked with the RTÉ Media Sales team before and when they came to use looking for a campaign that would deliver them frequency of message and audience we knew how to deliver this.
In 2014 when this sponsorship began, Jennifer Zamparelli was the face of Chill's current campaign. Already a fixture on RTÉ across our TV, Radio and Online platforms, viewers would be familiar with Jennifer which made for a perfect fit.
Chill Insurance have a long relationship with the [RTÉ] Media Sales team. We were looking for a sponsorship that would deliver frequency of message and audience share. RTÉ were able to deliver that.
What was the result?
The brand tracker survey that Chill carried out showed that prompted awareness had moved from 83% before the campaign to 93% after the campaign. As well as this, inquiry levels increased significantly year-on-year since the sponsorship began. In particular the brand visits to Chill.ie increased by 100% since the launch of the campaign.