The Share Centre and Scottish Widows wanted to position themselves as the authoritative voices and leading experts on the subject of hassle free investments, share accounts and ISA’s. We were able to achieve this through numerous radio days spanning over a month with Graham Spooner, a top investment research analyst from the Share Centre, and Iain McGowan, head of savings and investments at Scottish Widows.
Graham and Iain were able to talk about alternative investment opportunities, the consequences of not investing wisely, the differences between stocks and shares, the difference between ISA’s and cash ISA’s and could give top quality advice as to how people can take control of their financial future.
To aid the radio interviews and to create interesting news hooks, we conducted UK wide research with 2,000 participants which uncovered that half of British people are prepared to take risks with their money in exchange for bigger returns. However, they are not aware of the alternatives outside of cash ISA’s that can offer better return on an investment. It also uncovered a ‘risk triangle’ of financially vulnerable Brits being parents with children under 16, divorcees and those in their late thirties.
The campaign was a huge success with coverage on national, major and leading stations. It reached a total of almost 40 million people across the UK and secured over two hours’ worth of radio coverage, thus placing The Share Centre and Scottish Widows as the personal finance experts at a time when the economic downturn meant this kind of advice was highly sought after.
Campaign highlights included coverage on Sky News Radio, Talk Sport, Real Radio Scotland, Sunrise Radio National and Greater London and Smooth 105.2