Best Use of Radio
Agency/Media Company: Marketel
Client: Desjardins
Team: Alain Tardy, vice-president, media; Alain Tanguay,
promotion manager
Timing: October 1997-June 1998
The Background
The objectives of the plan were:
– To develop a media channel that could communicate information about Desjardins’ corporate strategic orientation and financial products to the institution’s members.
– To give Desjardins a flexible media vehicle capable of quickly reaching members when necessary.
– To ensure maximum coverage of primary and secondary markets in the province of Quebec.
The Plan
Desjardins has five million members in all regions of Quebec. We needed to develop a partnership with a media vehicle capable of reaching most – if not all – of them. The Radiomedia AM network was selected for its reach in all major markets, and for the credibility of its news reports.
We created a special 60-second advertising break inside the ‘Dimension’ newscast. ‘Dimension’ – the most important news broadcast on radio in Quebec – is carried on all Radiomedia stations, and is also syndicated to several affiliated stations, covering a minimum of 90% of the province (23 markets in total).
We negotiated an agreement with the network that the Dimension announcer would not identify the commercial break, but simply pause after reading the last news item. We used the advertorial technique, entitling our segment ‘L’économie en mouvement.’ (‘Economy on the go.’) The ‘commercial’ would start as if it were just another news segment. The integration of the Desjardins message with the newscast was seamless.
We adapted the messages to the season. In the fall, we focused on credit management; in winter, on RRSP season; in May, on home insurance and mortgage, and so on.
Targeted reach: Radiomedia is the network with the most extended reach to adults 35-plus with significant disposable income.
Frequency: We broadcast our ‘news infomercial’ four times a day, Monday to Friday, for a period of six months. That continuous presence gave us significant frequency, both weekly and cumulatively.
Impact: The effect of this campaign was cumulative. We produced more than 120 different radio spots, which were broadcast in 23 different radio markets, talking about every component of Desjardins.
The Results
The general attitude of members toward the ‘Mouvement Desjardins’ is now more positive than ever before. Research shows confidence that Desjardins is doing the right thing to protect its leadership position in Quebec’s financial marketplace.
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