Digital, Outdoor, Print, Radio
Following a referral from a large prestigious sports club, the MEERKATs were asked to pitch for a project that car insurance provider 1st CENTRAL planned to carry out in Scotland.
1st CENTRAL is firmly established as a top 10 supplier on UK price comparison websites and was named Motor Insurance Provider of the Year by Money Age, for the third year running in 2019. It strives to make buying car insurance a more accessible and effortless experience and has successfully built a customer base of over half a million.
The aim was to create an integrated marketing campaign that would build positive brand awareness of 1st CENTRAL in Edinburgh.
The MEERKATs burrowed deep into the Scottish market to produce an exciting integrated media plan. Our creative partners conceived the original concept, developed the audio branding and produced the radio adverts for the ‘one less thing to worry about’ campaign.
In order to create strong geographical presence and cut-through, MEERKAT identified inspiring outdoor sites across Edinburgh and teamed these with tactical sites in close proximity to the target audience. These outdoor sites ran alongside a weighted radio campaign including the two market leading stations, Forth Radio and Heart Edinburgh, together with the key press titles, The Daily Record and The Edinburgh Evening News.
The campaign resulted in a 30% increase (compared with the rest of the UK) for policy searches and sales during and after the campaign period. These increases are considered highly significant for a test campaign and will be the benchmark for future marketing activity.
"We chose the MEERKATs as our partner agency not only because they came highly recommended, but because they also had a wealth of experience and specialist associates. They were able to support all aspects of the project – from media buying to creative – and we felt confident that we were getting the best advice on how to execute our campaign strategy. They are a friendly, experienced team who are always prepared to go the extra mile, and once the brand project was complete, we continued to work on a number of local initiatives. I’d be very happy to recommend the MEERKATs."
Vicky Thompson, Brand Manager, 1st CENTRAL