Churchill Lollipoppers: a multichannel success story
MediaCom Beyond Advertising and Churchill Insurance embarked on an ambitious multi-channel campaign that brought together most departments within MediaCom in a truly connected and strategic system…
Churchill are one of the UK’s largest and best-known insurance providers.
Churchill wanted to be seen as a brand you can depend on, one to play a valued role in the lives of their audience beyond insurance.
Due to changes in government legislation, the numbers of lollipop men and women has been in decline for some time – despite research showing that 65% of child pedestrian casualties occur during the school run.
We know that our audience worry about their children and grandchildren’s safety on their walk to and from school. So, Churchill Insurance want to help provide a safeguard around our nation’s school.
What better way to show Churchill’s credentials as a champion for people than by supporting these ‘Lollipoppers’ and taking action to put more of them on the streets?
A simple idea but, for it to be a success, the execution required a multi-platform solution that worked in a connected system.
The main mechanic was extremely simple:
A financial fund was established by Churchill Insurance that promised to fund up to 50 new Lollipoppers for a year from September 2016.
A central hub was created to collect nominations that were open to all schools, either self-nominating, or for pupils, their parents or grandparents to nominate their school.
The 50 lucky schools will be then chosen at random.
But that’s where the simplicity ends! In order to make the campaign a success, several other elements were needed to ensure we reached the right people with the right message:
Channel 4 launched this campaign with a spot within ‘One Born Every Minute’
Selected after a competitive pitch process, Channel 4 quickly established the initiative nationally, driving fame and cut through.
A great fit in terms of their public service remit and programming output, this was further enhanced by the use of actor Robert Webb in a jointly produced creative – a completely different tone and profile compared to the talent previously used by Churchill such as Dawn French and Martin Clunes.
Bauer radio partnership to drive the campaign into local and regional communities
The focus for the radio campaign was for presenters to talk directly to school communities and get them behind the campaign, whilst for maximum system integration, Robert Webb was used to voice pre- recorded trails.
Original content was at the heart of our tie up with Mumsnet, with the creation and sponsorship of a new vertical ‘The Schoolgate’, which links out of existing education and child verticals.
A wide range of engagement and traffic drivers wrapped around and behind the content including blogger recruitment, Twitter parties and an extension to sister sites, Mumsnet local and Gransnet.
Finally, we forged a relationship with PTA UK, a national charitable organisation, representing the PTA’s of more than 14,000 schools nationally.
Not only does this give the fund a direct gateway into their members schools via a suite of digital and print comms, it brings credibility and patronage to the initiative, with the organisation and their CEO being referenced and namechecked regularly within content and PR outreach.
All content across our partners, links through to the central Churchill microsite and further strands of activity, including paid social, PPC and reactive digital display adding further depth and reach to the campaign.
- More than 50,000 unique entries, with around 25% of all primary schools in the UK nominated
- Significant uplift in search ranking for the term ‘car insurance’, thanks to increased traffic and the large number of quality links generated to the Churchill site
- Huge social engagement, with people passionately discussing the topic on Churchill’s owned social channels as well as our partners social platforms, as well as wider engagement with third party blogs and promotion
- High levels of user engagement across the Mumsnet ‘School Gate’ hub. Unique users and dwell times surpassing benchmarks.
Bauer live reads over delivering on guaranteed air time, with a majority of reads averaging 50” to 60” in length, as presenters engage and urge listeners to get involved with the campaign.
MediaCom Beyond Advertising played an instrumental role within this success story; from the shaping of ideas, production, managing multiple partners and delivering content that is appealing and engaging for Churchill’s audience.