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Client Situation
Transamerica wanted to increase awareness in a highly competitive area, but its budget was dwarfed by competition. Historically, the media mix was upscale-consumer and business publications, with some cable TV; the target was upscale men.
Hawk Directions Solutions
The majority of spending shifted to television — high visibility sports, news and selective cable programming. the creative unit was :15 (six executions). In virtually every instance, we were able to bookend two :15s in each pod, which helped communicate the variety of products and services available. Print was used but not extensively — it provided a more in-depth message to support TV.
Results
Company and advertising awareness increased significantly vs. one year ago: 15% and 58%, respectively. Company and advertising awareness were higher among high-income (100K+) than middle-income consumers. Importantly, the "likely to consider this company" measurement almost doubled year-to-year.
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