A custom interactive smartphone advertising solution running across the Fairfax Mobile Network has resulted in strong brand uplifts for leading national car insurer AAMI, according to a new advertising effectiveness study.
AAMI’s “Make a Minor Ding a Minor Thing” campaign was built by Fairfax Media’s in-house Digital Innovation Services team.
It was designed to encourage consumers to think about renewing their car insurance before it was due and remind time poor customers about AAMI’s express repair service. A smart touchscreen solution allowed users to swipe and erase car damage, which quickly and easily demonstrated the simplicity of AAMI’s service repairs.
Fairfax partnered with research company Millward Brown to evaluate the impact of the ad unit. According to the brand effectiveness research study, delivering the custom campaign across the Fairfax Mobile Network significantly improved the association between AAMI brand and the campaign message, with key results including¹:
- Advertising recall twice as high as the control group²;
- Message recall five times higher than the control group²;
- The campaign outperformed Global Desktop Insurance benchmarks³ on advertising awareness,
with recall for the AAMI campaign 73% higher than global norms;
- A click through rate 49 times higher than mobile advertising industry benchmarks⁴.
AAMI brand manager Anthony Russell said, “Partnering with Fairfax to develop an interactive smartphone ad provided us with fantastic learnings to target our audience in an innovative way.
“Cross device campaigns are integral to our channel mix and the team at Fairfax was knowledgeable, thought outside the box and delivered a well-executed campaign.”
Fairfax Media director, digital commercialisation Tereza Alexandratos said, “Mobile is one of the fastest growing areas of digital advertising and Fairfax Media is investing heavily in developing market-leading mobile advertising solutions.
“The results of the study demonstrate the effectiveness of innovative mobile advertising solutions and Fairfax’s ability to deliver powerful results for clients through customised mobile-led campaigns.”
¹ Study methodology: A control / exposed methodology was utilised, with a survey launching upon exposure to the campaign. Control respondents were recruited prior to the campaign commencing. (Total sample; n=2,272. Control: n=2,016, Exposed: n=256)
² Millward Brown Ad Index Study, February 2016.
³ Millward Brown Desktop Global Norms for all Insurance campaigns (n=147+ campaigns)
⁴ Rich Media Gallery, display benchmarks