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#MeritYourself

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by

Natalie Kucer

on 22 April 2014

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Transcript of #MeritYourself

Increase the level of knowledge regarding Belairdirect’s Automerit program from 16% to 46% among Quebecers aged 18-24 in 8 months.
Campaign Objectives
Date Night
Social Media Activity
SALES REPRESENTATIVE TEAM
+ FLYERS
Industry Background
Automerit Vs. Ajusto
Evaluating the Campaign
1. Pretesting
2. Post-testing

1. Pretesting


Strategy: Funnel

Tools:

First step:

Theater tests: Print Ads

Mall intercepts: Print Ads

Second step
Focus groups:
"Automerit Travels" + Storyboards


Theater tests
Mall Intercepts

Focus
Groups

Chronology
2. Post-Testing
BLOCKING CHART
November
January
March
October

September
AWARENESS
KNOWLEDGE
SOCIAL MEDIA
MARKETING
AUTOMERIT TRAVELS + Flyers
RADIO
TV
OUT-OF-HOME
Length
: 1 month
Total Cost
: $352 000 GRPs: 75/wk
Length: 5 weeks
Total Cost: $292 000
GRPs: 175 for 2 wks & 100 for 3wks
Length:

3 weeks
Total Cost
:
$15 390
December
February
April
Length:
7 months
Total Cost
: $0
Length:
2 weeks
Total Cost
: $340 000
GRPs: 92
TV
Length:
2 weeks
Total Cost
: $340 000
GRPs: 78
OUT-OF-HOME
Length
:
1 month
Total Cost
:
$352 000
GRPs: 77
OUT-OF-HOME
Length
: 1 month
Total Cost
: $352 000 GRPs: 68
Budget: $1,000,000
Requested: $999,981
Remaining: 0.01%
8-month campaign
Target Audience:
Quebec Population 18-24
(9.4% of Canadians M&F 18-34)
Regulated by the Quebec Government
private and commercial vehicles require insurance
Stable demand
Supply:
Many firms
competition
consumer-specific pricing
Target Market
61% Canadian Would Give Up Leasure Time
To Afford Their A Car !
Price Concious & Comparative Shopping
E-Commerce & Mobile Application Popularity +
Information Research
GEN Y Perception
On Insurance Protection
element of trust
6 months
Sleeker plug
minimum 160 days
discount is monitored in real time
instant 5% savings
bulkier plug
RISK ASSESMENT CRITERIA:
1. breaking habits
2. acceleration
3. time of day

supply
demand
Out-Of-Home Campaign
The First Drive
Television Ad
Increase knowledge regarding the amount of potential savings and the functionalities of the Automerit program
'The First Drive' TV advertisement
Young female driver experiences situations that increase and decrease her savings
Based on Automerit’s criteria:
Breaking habits
Acceleration
Time of day
Contest
Social Media Activity
Social Media Activity
The First Drive (continued)
Social Media Campaign - TWITTER
Social Media Campaign - FACEBOOK
The First Drive (continued)
Strategy: Constant evaluation of the campaign after its launch

Tools:
Online tools:
Number of likes + number of people talking about it
Number of followers/Retweets/Tweets
Number of clicks on
on Belairdirect’s website

Sales:
Number of quotes
Number of people who enrol
the program

TV and Print Post-Testing:
Recall Test: Day After Recall (DAR) test
Recognition Test
=> After 6 months i.e. after the «increasing awareness » phase

Chronology
Out-Of-Home Campaign
‘Automerit Travels’ campaign to increase awareness
Distribution of flyers to raise awareness, generate buzz, provide information about the new program, and promote the social media contest
Launched at the same time as the social media campaign!

Billboard advertisements:
‘Reward Yourself’
‘Discover Discounts’
‘Tricks and Tips to Reap the Rewards’
#
Increase the level of awareness regarding Belairdirect’s Automerit program from 16% to 46% among Quebecers aged 18-24 in 8 months.
How about that Automerit Program?

Thank You!
Full transcript