3 mobile uses commercial radio to build awareness of their PAYG 'We Pay' offer, targeting 16-24 year olds
When it came to 3's PAYG 'We Pay' offer, which financially rewarded customers for answering their phone and reading texts, 3 decided to take an exciting and ground-breaking media approach to deliver high awareness and interest in the offer. In a highly competitive market, 3 also recognised that it was important to make the offer more credible by helping customers understand how much credit they could earn. Almost 90% of PAYG's target audience of 16-24's listen to Commercial Radio, making the medium the perfect vehicle to deliver broad awareness nationally.
To deliver broad awareness on a national level amongst the 16-24 year old target audience.
GCap Media, Bauer and Chrysalis responded to the brief by creating a one-off Saturday morning listener participation programme hosted by Justin Lee Collins and airing it on 75 local stations across the country. Listeners had to text in 2p to their local station which went into a national prize pot that was given away '3' times. Updates throughout the day on the prize fund helped listeners visualise how much they could earn on 'We Pay'. This was backed by a special online calculator that allowed customers to calculate how much they could earn on 'We Pay'.
The campaign was seen as a huge success with 1m texts generated, which in turn meant 1m bounce back texts containing 3's 'We Pay' messaging. "This campaign generated the best response rate we have ever achieved as an agency for one of our clients. The main objective was to increase spontaneous awareness which we know has the biggest increase in sales for 3. Radio, used in this instance in a standalone capacity, proved to be extremely effective at boosting both awareness and purchase consideration." (Craig Robinson, Business Director Radio, Mindshare).
Whilst radio has a significant uplift effect when used in conjunction with other media this campaign demonstrates that radio can be used with great effect as a solus medium. It also proves how an innovative approach can allow a brand to assume a disproportionately large share of mind over competitors, relative to spend.