The combined power of audio and out-of-home has been spotlighted thanks to a successful campaign between Hnry and MediaWorks radio station, The Rock.
Hnry, an accounting service for self-employed Kiwis, ran a three-month integrated campaign with The Rock Drive with Jay and Dunc between April and June.
The ‘Win a Free Long Weekend’ campaign played on the idea that sole traders don’t take many days off, giving a lucky caller $500. A text-to-enter prize draw also offered the chance to win a year’s worth of Hnry service. In the last three weeks of the campaign there were close to 2,000 entries.
Hnry CEO James Fuller says Jay and Dunc could not have done a better job.
“They really took care of our brand. Jay and Dunc absolutely nailed the value proposition. We were just so blown away by their understanding and their ability to articulate it.”
He adds that it was a natural fit to work with MediaWorks as it could target its key demographic and give the business credentials.
“Tradies in particular was a segment that we knew, particularly with the radio channel, was going to be a real value for us. The reach into those demographics, particularly in that 20 to 50 age range.”
The campaign also included out-of-home touchpoints to ensure the campaign had a multi-channel approach.
Results from the campaign included a 53 percent increase in sign-ups from tradespeople during the campaign compared to the previous quarter and well as overall sign-ups going increasing by 84 percent. Visitors to the Hnry website also went up 35 percent.
“Revenues were also up 57 percent since April so it’s this cumulative effect,” Fuller says.
MediaWorks was able to monitor the leads driven to the Hnry website through its radio attribution tool Veritone.
“We worked out that acquisition based on that radio campaign was 18 times more successful than any other radio campaign that we’ve been involved in and that the return on investment was about three times higher than our next best radio campaign.
“It was probably a higher level and a more sustained level of spend than we’ve done in quite a while across multi-channels, but it just shows the value that you can get out of doing that. It was really valuable spend,” says Fuller.
MediaWorks Commercial Director Liz Fraser says it’s fantastic to see the integrated audio and out-of-home campaign deliver such strong results for Hnry.
“MediaWorks is in the business of delivering results for its customers and we look forward to working with Hnry again as well as other advertisers who are really wanting to utilise the combined power of MediaWorks’ audio and out-of-home assets, target a specific audience and deliver real value back to their business.”