Columbus Direct

Background

With online a key transactional channel, marketing investment had been increasingly dominated by digital, at the expense of wider brand awareness and brand equity. Having recently completed a detailed customer segmentation, Columbus approached us to make sense of the data and review their media strategy accordingly, devising a more cost effective plan for role out across the busy winter travel period.

Objective

Drive awareness of Columbus Direct Travel Insurance across the busy winter travel period, demonstrating a halo effect on product sales.

Target

High Flying Urbanites ABC1 25-44

An evolution of the existing audience, this group were aligned to the customer segment which provided firm growth potential and had a strong synergy with Columbus Direct brand values. 

Solution

We devised a media strategy to enable Columbus Direct to build a relationship with the group, acting as a companion and overcoming apathy by positioning insurance as a travel essential. 

Our 3 tier approach included:
– Continued role for OOH for consistency
– A new role for print, driven by titles frequency read by commuters
– A more strategic role for digital, testing volume led programmatic against the use of specialist travel data to place ads at the right time and place

Results

Media budget boosted by 65% through D19 delivering significant added value.

We matched existing CPA in Programmatic, whilst use of Travel specific data delivered greater online revenue with fewer impressions, resulting in a higher Return On Ad Spend and a significantly lower CPA

Organic traffic from Google grew +32% during the period that all 3 tiers were active, with all Columbus Google ad groups benefitting from broader awareness

Clear spikes in traffic correlated to print activity in selected publications.

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"We were delighted by the way that December 19 worked so hard to understand our customer data before making strategic and well thought out recommendations. It was a big step forward in evolving our approach and produced some impressive results."

Alison Wild   Head of Marketing

Columbus Direct