swiftcover.com to sponsor Absolute Radio Live
Thursday, 22 April 2010
Absolute Radio has specially created a live music sponsorship for online car insurer swiftcover.com, launching on Monday 26 April. The Absolute Radio Live proposition includes sponsorship of the station’s extensive live music coverage throughout 2010 and allows swiftcover.com to promote its “Get a Life” brand positioning, made famous through its Iggy Pop advertising campaigns.
This swiftcover.com sponsorship is fully integrated across on-air and online and includes:
Sponsorship of Absolute Radio LIVE
As the bedrock of the sponsorship activity, on air trails will provide the connection between Absolute Radio’s live music listeners and swiftcover.com’s ”Get a Life” messaging. These trails will promote all live events, whether complementing Absolute Radio’s presence at live music events or live music events either in Absolute Radio’s live music studio, the Absolute Radio Zoo or at external venues.
One Last Dream Launch Activity
The sponsorship includes Absolute Radio’s famous One Last Dream competition, which provides individuals with the opportunity to reunite their bands and have one last shot at the big time. This year the winning band will open the Isle of Wight Festival.
swiftcover.com will be the exclusive sponsor of the entire competition which emanates on the Absolute Radio Breakfast show and runs across the entire station. The sponsorship includes a seven week promotion starting 26th April featuring “Get a Life” messaging.
Festival Guides
Absolute Radio will create a series of 60 second features for swiftcover.com which will be updated throughout the campaign and provide listeners with inspiration on how they can ”Get a Life” this summer.
“Get a Life” Weekend Guides
Absolute Radio will also create a news editorial strand on-air that encourages listeners to “Get a Life” on the weekend.
Rockumentary
In 2009 Absolute Radio won a Sony Gold award for the it’s documentary following Coldplay’s Germany tour, and this year the station has had Sony nominations for two documentaries, The Elbow Story and Absolute Blur.
Following on from this success, Absolute Radio will create a new “Rockumentary” sponsored by swiftcover.com about the Rock and Roll lifestyle of bands. The documentary will broadcast on air and also be available to stream at www.absoluteradio.co.uk and download as a podcast, all of which will feature swiftcover.com branding.
swiftcover.com Microsite
Absolute Radio will create a fully integrated swiftcover.com microsite to be hosted at www.absoluteradio.co.uk which will remain live for the duration of the sponsorship and include new and constantly updated content. The microsite will include content from Swiftcover's “Get a Life” campaign, and include the opportunity for people to upload photos and video images, give information about swiftcover.com’s products and exclusive online competitions.
Online Live Music Content
Absolute Radio has a wealth of live music content online for listeners to engage with. This online content will be hosted on pages featuring the Absolute Radio Live/swiftcover.com branding, with car insurance company swiftcover.com having exclusive ownership of these pages throughout the campaign.
Media player sponsorship
Absolute Radio Live video content is a great traffic driver for the station’s website and generates huge engagement with its users. With around 4,000 pieces of exclusive video, swiftcover.com’s sponsorship of this area and its use of pre-roll video will allow swiftcover.com to associate with real 'money can’t buy' content.
“Absolute’s live music proposition is easily the best it’s ever been, and swiftcover.com’s use of Iggy Pop and Little Iggy has moved their brand into exciting territory. Getting together for this year-long musical romance became a very natural next step for us all,” said Chris Goldson, Absolute Radio’s Commercial Director.
Amanda Edwards, marketing manager, swiftcover.com, said, "We are really excited about the Absolute Radio Live sponsorship. It is a great opportunity for us to engage, interact and have fun with the Absolute audience, and it’s a perfect fit for swiftcover.com."
The sponsorship was booked by Amanda Edwards, Marketing Manager at Swiftcover, Richard Britton at Spark, Pedro Avery at Arena BLM, Alistair Boyle and Kate Hussey at Steak and Chloe Brand, sponsorship account manager at Absolute Radio
ENDS
Notes to Editors
For press enquiries please contact:
Paul Beadle or Joshua Van Raalte
Brazil (PR agency for swiftcover.com)
01865 556 000
swiftcover@agencybrazil.com
About swiftcover:
Based in Cobham, Surrey and employing over 800 people, www.swiftcover.com started trading in June 2005 and was born out of a desire to revolutionise the general insurance market.
swiftcover.com offers car, travel and pet insurance online, and is Britain's only insurance company without call centres, which means that the cost savings can be passed directly onto the customer and premiums are kept low. In 2008 swiftcover.com featured as the cheapest insurance quote on the comparison website moneysupermarket.com more often than any other insurer.
This powerful operating model combined with successful marketing and competitive pricing has proven to be a tremendous success. In 2008 swiftcover.com achieved over half a million live policies and in May 2009 sold their one millionth policy. They are considered to be the fastest-growing insurer in the UK.
In 2007, AXA UK acquired swiftcover.com. It is now a wholly owned subsidiary of AXA Insurance UK PLC which forms part of AXA Group.
About AXA:
AXA UK is a part of the AXA Group. AXA is a world leader in financial protection. AXA’s operations are diverse with major operations in Western Europe, North America and the Asia/Pacific area. AXA employs 120,000 staff and tied agents and, as of June 30 2006, had €1,091 billion in assets under management. AXA reported total IFRS revenues of €72 billion and IFRS underlying earnings of €3,258 million for the full year 2005. Our previous company performance is not a guide to how we may perform in the future.
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