Promotion Case Study Churchill Challenge The Presenters on

Promotion Case Study: Churchill ‘Challenge The Presenters’ on the Smooth and Real & Century Networks Objectives • Reinforce Challenge Churchill as the number one insurance company • To target adults 30 -54 The Idea • An integrated media approach, using on-air and online activity: –Breakfast promotion –Online activity for the duration of the campaign Timings § Pre-Promote: Wednesday 11 th – Sunday 15 th June 2008 § Competition: Monday 16 th – Friday 20 th June 2008 Promotion • During pre-promotion presenters encouraged listeners to pre-register online for the chance to challenge our breakfast presenters to win cash prizes. • Each day, during competition week, the station brought a pre-registered caller to air to play. The caller automatically won £ 100 for getting to air. • The listener then asked the presenter 5 questions based on a topic of their choice – subjects ranged from Sex in the City to Human Anatomy & Physiology! • For each question the presenter answered incorrectly the listener won £ 100. If the presenter answered a question correctly the listener didn’t win any money. • The promotion was positioned as ‘challenge Century, Real & Smooth Radio’ Online • The activity was supported with online for the duration of the campaign. • A fully branded microsite with information on Churchill & the on-air activity. • The registration form was hosted online. • Churchill had permanent presence in ‘win’ section of each station homepage during the competition as well as run of site MPU & leaderboard.