A focused airtime planning strategy pays dividends for Payday UK
Payday UK are short-term loans specialists, owned by MEM Consumer Finance. They are the largest short-term loans company in the US where the brand is synonymous with the sector.
To formulate a new national direct response marketing strategy that would re-establish the brand as the number one consumer ‘go to’ company in the UK short-term loan sector.
Strategy and Execution
The Broadcast House in-house production team formulated the “Don’t say Mayday, say Payday UK” above the line TV, radio and viral creative campaign, featuring Commander Payday and his squad resolving the nation’s short term credit issues.
The creative strategy was underpinned by our specialist media buying team, who planned and bought TV and radio airtime in the Granada and Yorkshire ITV regions from August – November 2011.
During this test phase of the campaign, sales were continually optimised by our analytics team: by constantly questioning/assessing the different variables – spot length, day part, day of week etc., we ensured that the targets sets by Payday UK were achieved.
Following the success of this initial test campaign, The Broadcast House was awarded the £2.4 million media-buying contract for 2012 and has retained the business for 2013 as a result of the campaign’s continued effectiveness.
If you would like to discuss how The Broadcast House can make a positive contribution to your business, please call Pete Mills, Broadcast Director on 07826 929650,