Leading Insurance Advertiser, Achieves Branding Success (weather.com & Insight Express) | MMA Global

Leading Insurance Advertiser, Achieves Branding Success (weather.com & Insight Express)

February 25, 2008
Leading Insurance Advertiser, Achieves Branding Success
 
Company: Weather.com & Insight Express
 
Background
A leading insurance advertiser, with a goal of increasing overall driver safety awareness among mobile users 18+; decided to leverage the broad reach of weather.com’s mobile audience by launching an advertising campaign on it’s WAP )Wireless Application Protocol) site.
weather.com commissioned Insight Express to evaluate the brand impact of the mobile advertising, as well as its success at improving persuasion metrics.
 
Objective
Test the effectiveness of the Insurance Advertiser’s  mobile campaign at increasing awareness and persuasion metrics
 
Solution
  • Insight Express’ AdInsights for mobile used a test/control methodology that measured the attitudinal effect of mobile advertising – two groups were recruited – the control group )unexposed) prior to the campaign and the test group )exposed), once the campaign launched.
  • Each survey was delivered directly to the users screen on their WAP enabled/browser mobile device and their responses compared
Results
Exposure to the campaign significantly increased all of the awareness metrics including unaided awareness, aided awareness, ad awareness and message association. The most dramatic increase was in consumer’s ability to associate the advertiser’s message, “Safe Driver” with their brand – an important marketing element for the insurance advertiser’s campaigns.
  • 41% lift in Unaided brand awareness
  • 23% lift in Aided brand awareness
  • 49% lift  in Mobile Ad Awareness
  • 407% lift in Safe Drivers Association
Conclusions
Advertising on weather.com’s WAP site was an effective medium for reaching users of all ages, particularly adults 18+. The relevant messaging along with key placements were vital to this mobile campaigns branding success.