When Collingwood sought to boost awareness and sales for their learner driver insurance, they turned to the power of audio advertising.
Read on to find out how the use of audio advertising amplified their message and delivered impressive results.

Collingwood offer learner driver insurance which helps UK provisional licence holders gain extra driving practice.

In their own car, or in a friend or family member’s car  without them risking their No Claims Bonus.

Campaign Overview

Purpose

The primary goal of this campaign was to enhance brand awareness for Collingwood and drive lead generation in key target areas where web traffic was high, but conversion rates were low. The focus was on reaching UK provisional licence drivers and their parents, offering them a flexible and affordable insurance solution for learner drivers.

Strategy

To achieve this, we crafted compelling audio advertisements tailored to resonate with learner drivers and their parents. These ads highlighted the unique benefits of Collingwood’s learner driver insurance, such as the ability to practice driving in a personal or family member’s car without jeopardising their No Claims Bonus. The ads directed listeners to visit Collingwood.co.uk, with the effectiveness of the campaign measured through increased web traffic and conversions in the targeted locations.

Testimonial

Our goal was to increase organic web leads in a competitive sector where comparison sites dominate the market. We needed to get our brand out there and top of mind for both learner drivers and their parents. Working closely with Mark and the Bauer Create team, using our internal insights, we identified a key location for growth. We trialled 3 weeks of airtime on both the local Hits and Greatest Hits radio stations to reach two demographics.
The creative process was straightforward matching our brief, with alternative scripts to talk to the different audiences and delivering a stand-out identity on air.
In the target area over this time, our direct short-term quotes increased by 45% and sales up 13%.
Plus annual quotes increased by 18% which is a fantastic success for us. We are now looking at longer term radio campaigns including sponsorships for brand association in more strategic areas for this year.

We would highly recommend the benefits of using radio and digital audio for targeted effective campaigns.

– Jonathan Brougham, Head of Marketing