Swiftcover.com: Test driving online video

STEAK's video on demand campaign for swiftcover.com generates impressive brand interaction

Background

swiftcover.com was the UK's first online-only car insurance company and as such their target audience of ABC1 adults is skewed towards those that are familiar with technology and comfortable with making transactions online. swiftcover.com wanted to understand how this audience would interact with their brand through new, high impact online channels and briefed STEAK to devise a campaign. While quotes and sales were the ultimate goal, swiftcover.com was keen to 'test the water' with online video in 2009 prior to a bigger push planned for 2010.

Testing online video was attractive because at the time other insurers did not have a significant presence in that media space. It also enabled swiftcover.com to reach those in its target audience that do not consume a great deal of traditional TV, thus extending the reach of the brand and elongating the 'Get a Life' TV campaign featuring Iggy Pop that was just coming to a close.

Work

STEAK ran activity with several broadcasters (including the newly launched SeeSaw) and used VOD (Video on Demand) over the course of several months, up-weighted to support periods of increased offline activity. Pre and mid roll video ads featuring Iggy were run around content that had been identified as appealing to the swiftcover.com audience and online video also served as a platform to test multiple versions of new creative before airing on TV. In certain areas the activity was targeted by time and geography so that different audiences could be tested to discover at what times they were most likely to respond.

Results

The video activity helped swiftcover.com's online brand awareness increase 24% over just three months, and 86% compared to the year before.

As a result of the campaign's success swiftcover.com split online video into its own budget line for 2011 in recognition of its importance in the marketing mix. Budgets were also increased by 65% from 2010.

Swiftcover.com also recognised STEAK's requests for unique online content that could complement the outdoor and TV activity, and produced 8 ads exclusively for online use. In addition to this, in January STEAK became one of the first agencies to go live with a brand new ad serving method, providing better accountability, flexibility and analysis, leading the industry in online video.