Press
Which?
Challenge: Find areas of mass confusion to support consumers by provision of advice and information in the form of a Free Guide.
Solution: Create ‘info-ads’ which give Which? snippets of valued content to peak interest, subscription trial then upsold when they respond to the Free Guide.
Results: Free guide press has generated 66,000 trialists in the last 3 years (or 53,000 members).
RIAS
Challenge: Develop a new response proposition to beat control.
Solution: New propositions designed to give a reason why Over 50s insurance is worth considering and provided a brand attitude for RIAS were developed and pre-tested.
Results: 30% improvement against control.
Laithwaites
Challenge: Refresh a tired brand to create stand-out amidst a wave of new competitors. Give the product more appeal, whilst boosting response.
Solution:Long copy ads tell bring to life both the wines and the people who make them.
Results: Established a new cost-effective press recruitment, followed by control- beating work in insets and product dispatch.
