Fairfax Radio Network - 2UE Case Study: Paul Denny Conveyancing
Paul Denny Conveyancing partnered with FRN’s 2UE as part of their long term radio branding campaign to reach out to and influence the 2UE home buying and property investing audience. This was achieved by building an entirely new suite of recorded material in conjunction with time and activity driven weekend live executions.
Campaign Objectives:
- To reinvigorate the long term branding message at risk of growing stale after more than 15 years.
- To drive weekend property purchasers to use Paul Denny for their conveyancing.
Campaign Period:
On-going.
Target Audience:
People aged 35-64 years. Home buyers. Property investors. Parents of first home buyers.
Advertising Strategy:
In 2010, Paul moved away from his classic advertising structure. This meant losing the audio logo he had spent over ten years establishing. It was a bold move but in 2012 he felt it was time to return. To do this we needed to inject new life into the brand to ensure it sounded fresh and relevant to contemporary property buyers. We also felt we needed to do more than brand. We wanted to influence property buyers to act during and after each and every weekend.
Creative Execution:
We developed a comprehensive series of entertaining 30 second spots that re-established and expanded on Paul Denny’s classic positioning statement “when all you do is conveyancing, you get very good at it.” It is a powerfully simple message but prone to burning quickly and being easily dismissed. Now with more than eight solid executions involving comparisons to other lifelong passionate pursuits and incorporating the passing of Paul’s 30 year milestone we have been able to keep the message fresh and viable over the long term. For a direct response, we incorporated live reads on the Friday designed to influence the property “hunters” in tandem with live reads on the Monday designed to influence the property “buyers”.
