We drove 80% of launch web traffic through 350+ pieces of coverage, reaching over 18 million people, including a BBC Breakfast 'on the sofa' interview and BBC News piece.
The challenge
Our challenge was to get cut-through for the Money Advice Service in a crowded marketplace for financial ‘advice’, and in an environment where consumer trust is low.
We needed to demonstrate that the Service is truly unbiased, that it’s the first of its kind, and that it can help everyone, no matter what their circumstances.
Our response
Telling a complex story clearly from the outset to a range of audiences, with different levels of awareness and interest, was crucial.
We worked closely with the Money Advice Service to position the service and refine the messages.
Then, ahead of the launch, we made sure we had brought on-side the key industry and personal finance journalists who would be the initial arbiters of success when we went public.
We wanted to set the news agenda for launch day, so lined up a strong broadcast package on BBC Breakfast News. This included a film of people using the unique online money 'health check', to demonstrate the ease and benefits of the service, and an ‘on the sofa’ interview.
This, together with a breakfast press briefing with the Chairman and Chief Executive, set the agenda and the tone of the phenomenal coverage that followed.
Results
It was a great success. We gained coverage on the day, throughout the week and over the weekend:
- 16 pieces of national coverage (from The Guardian and Independent through to the Mail on Sunday) reaching around 7 million readers;
- 34 pieces of national and regional broadcast coverage, resulting in just over 1hr 59 minutes of airtime and reaching over 4 million listeners;
- 241 pieces of regional coverage, reaching approximately 600,000 readers;
- 41 pieces of trade coverage, reaching approximately 6 million readers;
And 238 online mentions, including 172 tweets.
