MORE TH>N launches four month on-air and online advertising campaign with Bauer Media


By Gillian West, Social media manager

April 22, 2013 | 2 min read

Insurance brand MORE TH>N has announced a four month on-air and online advertising campaign with Bauer Media set to run across the Magic 105.4, Wave 105, Clyde 1 and Forth One stations.

From today (Monday 22 April) Bauer listeners will be introduced to MORE TH>N Mondays which follow on from insight that Mondays are a day of action for purchasing insurance following online research over the weekend.

Initiated, negotiated and planned by MediaVest in collaboration with Bauer Media’s Creative Solution Team, the activity aims to being an emotive and human touch to the world of insurance, as well as building awareness of MORE TH>N products.

“MORE TH>N want our customers to 'Feel The Love', so it’s fantastic to bring this to life… The content and competitions that feature throughout MORE TH>N Mondays are a great way to thank our customers. The on-air placement of MORE TH>N - branded entertainment and education allows us to look forward to a strong campaign,” commented Hannah House, head of marketing communications at RSA Group.

The promotion is formed by a range of cross media executions including on-air dramatisations of MORE TH>N call centres and sponsorship of Magic 105.4’s ‘Pet of the Week’ segment hosted by DJ Neil Fox. The segment will also move from its usual Friday slot to Mondays and will be aired additionally on Wave 105, Clyde 1 and Forth One, supported by co-branded on-air trails and social media promotion.

Each of the stations websites will direct listeners to a dedicated MORE TH>N Mondays page where they can enter competitions with prizes including tickets to the British Grand Prix and family trips to Alton Towers.

Steve Taylor, creative commercial director, Bauer Media, added: “We are really excited about bringing the ‘MORE TH>N Monday’ concept to our listeners. The campaign plays to the strengths of radio delivering relevant MORE TH>N messaging in appropriate dayparts. We will also play to the strengths of the Bauer Place Portfolio, using localised MORE TH>N customer stories and case studies to resonate with the listeners to each individual station.”

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MediaVest is an advertising agency for media selection services. MediaVest is a division of Starcom Mediavest Group.

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