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Esure measures effectiveness of TV campaign with WebtraffIQ

25 February 2004  |  562 views  |  0

Carlson Marketing Group have chosen WebtraffIQ as their web analytics provider to measure and monitor the Esure 'Calm Down Dear' integrated campaign.

Carlson Digital developed a branded Michael Winner microsite - http://www.esure.com/calmdowndear. The site invites people to take up Michael Winner's TV challenge to find out how much they could save on their home insurance by switching to esure. It also gives the public direct access to communicate with the star on-line and feature competitions, an interactive game and downloads.

esure the telephone and Internet insurer will be using regional television marketing in the Midlands and Granada TV regions throughout the campaign period, for the 'Calm Down Dear' promotion, which is currently fronted by film director Michael Winner.

Gary Walder, Account Director at Carlson Digital explains, "esure campaign for Calm Down Dear will be driven by regional television advertising supported by a microsite at http://www.calmdowndear.com with a viral hook. Users have the opportunity challenge their friends to beat their score at "shooting Winner down" with exotic foods. If that doesn't satisfy their Winner-mania, they can down-load their very own desk-top version of the Nation's favourite love-to-hate character. Other drive-to-site mechanics include a permission-based email campaign, banner advertising, search engine marketing and online PR."

Walder adds, "We needed a service that was able to take onboard all the measurement aspects of this comprehensive multi-channel campaign, and deliver them to us in a simple and clear manner with accuracy. WebtraffIQ fulfilled all of our requirements and were able to integrate their technology and knowledge into the marketing and PR remits easily."

WebtraffIQ is monitoring month-on-month (for the campaign running from late January 2004 to 19th of May 2004) the most effective calls to the URLs, the increase in traffic from the television advertisement and other off and online marketing and PR initiatives undertaken by Carlson.

Marcos Richardson comments, "WebtraffIQ has had recent success with tracking radio advertising via geo-location and advertising timetables for City & Guilds. With the measurement suites that we now possess, we can gather intelligence, analyse and consult for clients (including broadcasters) that are using radio and television for marketing purposes."

Richardson adds, "We ask key questions that centre around the campaign. Then, we use the television advertisement schedule (advertising timetable) to home in on peak activity directly from the advertisement itself and analyse the results against the clients' requirements."

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