See how Standard Life created a cost effective and impactful campaign sponsoring Weekends on Dave.

Aims

• Target younger people who haven't made plans for their financial future
• Raise brand awareness of Standard Life among target audience

Media Solution

• Weekends provided a relaxed environment to target those thinking about finances
• 3 month sponsorship of Dave Weekends (21:00-26:00)
• This included QI, Mock the Week and Have I Got News For You
• And every Monday all ads on the Dave website were "hijacked"

Results

• Viewers were significantly more aware of Standard Life than non-viewers (98% vs. 91%) and the brand gained the joint highest prompted awareness of its competitors
• Prompted awareness of the campaign was significantly higher for those exposed (34% vs. 24%)
• Five out of six creative measures performed significantly better for those exposed to the sponsorship
• This helped drive future purchase consideration amongst those exposed, who were significantly more likely to agree they would consider Standard Life in the future when searching for financial products
• Almost half of viewers said they were more likely to consider Standard Life since viewing the creative. This equates to 1.3 million ABC1 Ads 25-44

These results are particularly strong given the campaign ran for just 3 months.

For any queries about this campaign, please email Dale.

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