Case study - Egg

Campaign overview
In 2004 Egg began a nine-month deal with us which saw it embark on wide range of activity, from product launches and existing product promotion to building brand awareness. The successful partnership built on an existing relationship dating back to 2001.

Campaign objectives
Egg set the following objectives for its campaign:
1. Build brand awareness and enforce key messages
2. Increase product association and awareness
3. Increase consideration to purchase

Strategy
A broad portfolio of creative executions were utilised over the campaign including: Overlays, expandable 468 banners and both the interactive text link and promo box on the our Today Page, with a range of brand and product specific messages.

Activity ran across the our portal to ensure maximum reach; however targeted activity also ran on Money, News and other targeted areas where both user demographics and mindset were most appropriate to Egg's target audience..

In order to measure the impact of the campaign against Egg's objectives, we commissioned TNSi to conduct an independent brand effectiveness study.

Ongoing debriefs between ourselves and Egg, based on the research findings, meant mid-campaign learnings could be assessed and integrated into the upcoming campaign activity.

The Results
The following results, measured by TNSi, clearly show how the activity on our portal helped Egg to achieve its campaign objectives:
1. Spontaneous brand awareness increased by 80%
2. Product association increased for key products. Egg Savings Account by 38%, Egg Money Manager by 40%
3. Consideration to purchase increased significantly. Egg Credit Card by 46%, Egg Savings Account increased by 60%

The campaign was deemed extremely successful by Egg with all campaign objectives being met. The research has helped demonstrate the additional value of online advertising activity with us and also provided additional insight into Egg's future online strategy and planning.