Project Background
Switcher.ie is a free, independent Irish price comparison and switching service that helps consumers save money on household bills. It enables users to compare, switch, and save on electricity, gas, broadband, TV, and mobile phone plans. The service also provides tools and guides for personal finance, such as mortgages. Switcher.ie needed to meaasure shifts in brand awarenesss and call to action impacts from media advertising.
Methodology
Switcher.ie is now part of a larger Media Group and invested heavily in re-branding and re-positioning in the Irish Market to provide a wider range of product areas, as well as launching new TV, Radio and Digital Advertising campaigns. iReach and Switcher designed a Quarterly brand and media effectiveness Tracker to measure shifts in brand awareness, brand consideration as well as call to action including visiting the Switcher.ie website.
Insights
Delivering 1,000 responses each Quarterly Tracker Wave on a nationally representative basis, by age, gender, region and socioeconomic demographics. Other analysis and reporting variables include home ownership, past switching experience, utility and financial services usage profiles. Analysis also measured the KPI shifts across media channels to ensure effective return on investment (ROI).