This webinar showcased fantastic use of audio by Mindshare with their client Failte Ireland and Zenith/audioXi with their client Irish Life. Tara Moran and Chloe Gildea from Mindshare went through how Failte Ireland responded to the unique challenge that the Ukrainian crisis presented in that 13% of registered bed stock had been taken out of the market. To support the industry, Fáilte Ireland needed to pivot quickly. Instead of promoting holidays and short-stays, they needed to mobilise the nation to go on day-trips, visiting attractions and activities to support Irish businesses.
Mindshare delivered a strategy which partnered with every single local radio station in the Republic of Ireland. Over 8 weeks, they challenged each station and their personalities to get out there, experience the unique offerings of their area and bring their adventures back to their listeners, both on air and on social channels. They got listeners involved too, as they called into stations in their droves to share their local hidden gems, firm favourites, and places they wanted to experience.
The campaign delivered storytelling at scale. The presenter led bespoke content pieces were central to the strategy. Mindshare worked with each media owner in pre-planning to match the relevant presenters to relevant attractions and activities, and the presenters also built on this by giving their personal recommendations on things to do in their area. The authentic nature of longer form bespoke features was very unique, and the presenters loved being given the freedom to curate content and bring them to listeners. The campaign promoted 360 businesses, businesses that otherwise would not have got promotion or advertising of this scale.
The results of the campaign were hugely impressive. Awareness of the term ‘Daycation’ and what it meant, grew by 11 percentage points. When it came to intent, a national representative survey identified local radio listeners Vs those who say they do not listen to local radio. 81% of local radio listeners said that they were likely to Daycation in the next 3 months versus 52% of non-local radio listeners. This really showed the strength and impact that local and authentic voices had. Finally, there was a notable increase in paid for activities and attractions especially with key target audiences – Failte Ireland saw a 10 percentage point increase among their target audience "unconstrained adults" and a 3 percentage point increase among families.
Chris Murphy from Zenith presented a fantastic case study showing how, in partnership with audioXi, they implemented a highly innovative campaign that drove exceptional results for Irish Life. The objective of the campaign was for people to be aware of the Irish Life Healthy Clubs Every Step Counts Challenge, to recruit participants to take part in the challenge by downloading Irish Life's MyLife App, and to prompt engagement with MyLife for new and existing MyLife members.
The highly innovative solution was to use technology to deliver the dynamic triggers that were both relevant and engaging. Using dynamic technology, there were 23,688 possible variations of the Irish Life audio ad created to ensure each message was tailored to the specific situation that was relevant to the listener (day and time of year, time of day, location, device used to listen).
The results were hugely impressive: an 18% increase in total app installs, a 32% increase in new users, a 25% increase in monthly active users and a 36% increase in Challenge participants. Leveraging the dynamic audio capabilities, Irish Life were able to deepen the GAA community engagement by incorporating county level call outs. This not only fostered a sense of belonging and rivalry in local clubs, it also drove urgency with personalised and relevant call to action to take part in the Every Step Counts challenge.
To watch the webinar and download the presentation deck, please click on the links below.
