The Campaign

Driving safely and following traffic rules does not mean that you are safe from an accident. Sometimes there are unforeseen circumstances and factors out of your control that lead to an accident. Since a lot of people listen to their radios while driving, we decided to use the medium to deliver timely alerts to our listeners. We aired different radio spots at different times of the day, highlighting the dangers that lay ahead at that specific time.

Creative Execution

The campaign was aired between 5th August 2015 and 29th August 2015 in the Delhi/ NCR region. We aired a total of 512 spots. (256 spots on Fever, 128 spots on Big FM and 128 spots on Radio City).

Direct traffic to the website from Delhi increased by 37% and organic traffic increased by 42%. In the NCR region, the leads generated doubled.

Indian roads are filled with dangers and obstacles that vary according to the time of day. So to remind people to renew their car insurance in the Delhi/ NCR region, we bought media space keeping in mind the time of the day that these dangers were most prevalent. For example, we aired a radio spot that talked about the dangers posed by stray dogs running across the roads and after other cars between 10 pm and 12 am. And the results were unprecedented. Direct traffic to the Coverfox website increased by 37% and organic traffic increased by 42%.

Insights, Strategy and the Idea

Indian roads are filled with dangers and obstacles, and these vary according to the time of day. Each radio spot tackled a unique problem on Indian roads and was aired during the time-slot that this threat was most commonly prevalent. For e.g., Between 8 and 9 am, we spoke about the dangers posed by annoying kids going to school in their school buses. Out target audience was the urban male, aged 28-40. And the radio ads were aired in the Delhi/NCR region.