GETTING IN THE SAVINGS HABIT
Radio Interviews & On-Air Competitions
In the same week that Chancellor of the Exchequer, George Osborne, delivered his budget, it was revealed that 46% of the British population are not saving towards their retirement, despite 64% admitting they’d be relying on their pension for their income. J.P. Morgan Asset Management seized upon the opportunity to encourage the nation to start saving regularly, highlight the benefits of saving and position themselves as leaders in the field of savings and investments.
In order to secure coverage, the campaign planned a series of radio interviews with J.P. Morgan’s Savings Expert, Keith Evans, who allayed listeners’ fears and confusion about their pensions and savings, addressing the issues that were on everybody’s lips. The campaign also ran an on-air competition, with £150 cash spread into three monthly £50 payments as a prize.
Keith managed to dissect a seemingly impervious subject by making it accessible for listeners of all ages and backgrounds. As such, Keith got great feedback from the presenters, who said that he was an understanding, informative and personal spokesperson.
Coverage highlights included: BFBS, Real Radio Scotland 100/101, Free Radio Birmingham, Metro Radio, BBC Radio Kent, BBC Radio Devon, BBC Radio Cornwall and Wave 105.
Campaign in Numbers:
J.P. Morgan’s campaign secured a weekly reach of 7.2 million listeners with 3 hours 30 minutes worth of coverage.
J.P. Morgan’s campaign secured a total of 38 items of coverage (including 3 BBC stations) across the UK.