Smile sponsors Capital Radio podcasts

The challenge: Make Smile stand out

Finding something even more innovative for Smile to get involved in was difficult. Part of the Co-operative Financial Services group, they have always been innovators in every aspect of business and marketing – from sponsoring the national comedy awards, advertising on bananas and boxer shorts to knitting jumpers for penguins. Increased competition meant that it was becoming harder for Smile to stand out, though. We needed to create something that was both current and creative while reflecting Smile’s ethos and approach to banking.

Our strategy: Podcasts - cool and cost-effective

When this campaign was launched in 2006, it was forecast that more than a quarter of adults would listen to podcasts that year. Podcasts represented a change in media consumption – on-the- go, low cost and convenient. As Smile had a similar approach to banking, we felt that podcasts would be the perfect advertising platform for the innovative bank.

We chose Capital Radio as a target for Smile sponsorship as there were strong parallels between the radio station’s approach and the bank’s principles. Smile was upbeat, straight-talking, human, cheeky, intelligent and inclusive while Capital Radio was mood-lifting, entertaining, carefree, irreverent and interactive with good on-air and online engagement. Capital also shared Smile’s ethical ethos having founded the Help a London child charity.

A multi-dimensional campaign was born. Top and tail ads were incorporated on all podcasts including the Johnny Vaughan Breakfast show, Richard Bacon Drive-time, Flirty 9.30 and Craig Doyle. Home-page takeovers and supporting creative around podcast content were used as traffic drivers. We also ran email bursts and advertorial pages where consumers were offered the chance to win one of 10 video iPods.

The results: Smiles all round

All in all, podcast sponsorship helped Smile create a 65% uplift in business.

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