1st Central: Insurance advertising

1st Central: Insurance advertising

A multi-channel media campaign across radio, buses and out-of-home advertising

1st Central wanted to build brand awareness in Edinburgh and encourage more people to consider the insurer when buying car insurance. MEERKATworks planned and delivered a multi-channel insurance advertising campaign that combined radio, bus advertising and geo-targeted out-of-home media to reach drivers across the city.

The campaign was designed to make 1st Central more visible and memorable in a competitive car insurance market. With many customers comparing providers online, the media plan needed to support brand recognition before people reached the point of purchase.

Radio advertising formed a key part of the campaign, with activity running across Forth 1 to reach local audiences in a trusted, familiar environment. To strengthen brand recall, MEERKATworks also wrote and produced a bespoke sonic ident music track, giving the campaign a distinctive audio identity that could be used across the radio promotion.

Alongside the audio activity, the campaign used bus advertising and geo-targeted out-of-home advertising to increase visibility across Edinburgh. This helped put 1st Central in front of people during everyday journeys, supporting repeated exposure and building familiarity with the brand in the local market.

1st Central Audio Branding

For insurance brands, a blended media campaign can be particularly effective. Radio can help build personality and recall, while buses and OOH advertising create regular, location-led visibility in the places where potential customers live, work and travel. Together, these channels helped give 1st Central a stronger local presence and a campaign that worked across both sound and sight.

MEERKATworks supported the project across media planning, media buying and creative, bringing together the right channels, locations and messaging to help 1st Central connect with audiences in Edinburgh.

Planning an insurance advertising campaign? Speak to MEERKATworks about radio, bus and out-of-home media planning that helps your brand stay front of mind.

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