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How Abbey Savings enhanced TV campaign with newspapers

How Abbey Savings enhanced TV campaign with newspapers

A recent Abbey Savings TV campaign for ‘Super Saver’ aimed at driving consideration was backed by activity in national newspapers (Print and Online).

In a bid to reach adults 30 - 64 established families / mature workers the media spend was: Newspapers 0.6m; TV £2m (£3.9m YTD); Online newspapers £0.1m.

Newspapers’ high reach, attentive and engaged audience, and news focus provides the perfect context for creating saliency and consideration.

Both newspapers and online newspaper sites have a proven ability to drive traffic to websites – which is vital for finance companies.


Website traffic increased

Newspapers and online newspapers delivered:
- 51% traffic increase to the A bbey Savings landing pages
- Longer dwell times and more pages viewed than average visitor
At prrint newspaper ad campaign launch:
-  Traffic via Google Search increased by 39%
- Direct Abbey home page traffic boosted by 47%

Newspaper and TV were found to be the perfect brand-building partnership

Combination of TV + newspapers is more effective than TV alone.
Brand commitment and consideration increased. Brand involvement up 5% points.

Newspapers made an effective TV campaign work even harder

The addition of newspapers made the TV advertising more effective across all diagnostic and engagement measures.

Multiple newspaper executions boosted campaign performance

Results improved with exposure to multiple newspaper ads. Call to action increased by 86% and emotional brand values improved by 49%, versus TV solus.


Strong creative, with an integrated campaign of TV + print & online newspapers is much more effective than TV alone.

Director of Brand & Communications, Abbey, Alliance & Leicester, Bradford and Bingley, Keith Moor, said “The combination of TV, Newspaper and Online advertising played a key role in the successful launch of our Super Saver campaign.

“And we’ve clear evidence that this combination of media built both involvement with the brand and increased web traffic during this campaign.

He added, "It’s clear to us, that going forward, a multi-media campaign that involves TV, newspaper and online advertising will remain an important part of Abbey’s future integrated advertising campaigns, to meet our response and brand objectives.”

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