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Carlson Marketing Group measure television direct response esure ‘Calm Down Dear’ campaign with web analytics agency WebtraffIQ


Carlson Marketing Group have chosen WebtraffIQ as their web analytics provider to measure and monitor the Esure ‘Calm Down Dear’ integrated campaign.

Carlson Digital developed a branded Michael Winner microsite – The site invites people to take up Michael Winner’s TV challenge to find out how much they could save on their home insurance by switching to esure. It also gives the public direct access to communicate with the star on-line and feature competitions, an interactive game and downloads.

esure, the telephone and Internet insurer will be using regional television marketing in the Midlands and Granada TV regions throughout the campaign period, for the ‘Calm Down Dear’ promotion, which is currently fronted by film director Michael Winner.

Gary Walder, Account Director at Carlson Digital explains, “esure campaign for Calm Down Dear will be driven by regional television advertising supported by a microsite at with a viral hook. Users have the opportunity challenge their friends to beat their score at “shooting Winner down” with exotic foods. If that doesn't satisfy their Winner-mania, they can down-load their very own desk-top version of the Nation’s favourite love-to-hate character. Other drive-to-site mechanics include a permission-based email campaign, banner advertising, search engine marketing and online PR.”

Walder adds, “We needed a service that was able to take onboard all the measurement aspects of this comprehensive multi-channel campaign, and deliver them to us in a simple and clear manner with accuracy. WebtraffIQ fulfilled all of our requirements and were able to integrate their technology and knowledge into the marketing and PR remits easily.”

WebtraffIQ is monitoring month-on-month (for the campaign running from late January 2004 to 19th of May 2004) the most effective calls to the URLs, the increase in traffic from the television advertisement and other off and online marketing and PR initiatives undertaken by Carlson.

Marcos Richardson comments, “WebtraffIQ has had recent success with tracking radio advertising via geo-location and advertising timetables for City & Guilds. With the measurement suites that we now possess, we can gather intelligence, analyse and consult for clients (including broadcasters) that are using radio and television for marketing purposes.”

Richardson adds, ”We ask key questions that centre around the campaign. Then, we use the television advertisement schedule (advertising timetable) to home in on peak activity directly from the advertisement itself and analyse the results against the clients’ requirements.”


----Notes to editors----

This press release in available in PDF, plain text and Word formats.

Creatives of the campaign are available (please request these), or are also at

Photographs are available of Marcos Richardson, European Director of WebtraffIQ

About esure:

esure is part of the Halifax and Bank of Scotland Group. The company was launched in 2000 backed by £150m capital. It offers car, home and travel insurance over the internet and telephone and is one of the UK’s fastest-ever growing general insurers with over 700,000 customers. The company employs over 1,000 staff and has offices in Surrey, Manchester and Glasgow.

About WebtraffIQ:

WebtraffIQ is a real-time visitor tracking and reporting analysis product and service for business web sites and e-commerce enterprises. The system has undertaken a four-year research and development-testing period and is used by over 400 individual web sites.

WebtraffIQ provides a campaign tracking service which enables clients to see how various online and offline marketing techniques are working, in effect creating a rich picture of a web site's activities.

WebtraffIQ’s clients include: Business Link [Kent], City & Guilds, Mando Group, Perceptor, Reuters Business Insight, Sony UK, Royal Institute of Chartered Surveyors [RICS], The National Baseball Hall of Fame and Museum and Tiscali UK.



Marcos Richardson, European Director, WebtraffIQ

Email:, Website:

Telephone: +44 (0) 20 7681 0187

Address [UK Office]:

WebtraffIQ, 93 Barker Drive, Camden, London NW1 0JG, UK

Elemental PR:

Tim Gibbon, Account Director, Elemental PR, Email:,

Direct Telephone: +44 (0)20 8586 5767, Mobile: +44 (0)7930 375663,

Fax: +44 (0)870 1308135, Website:

Address: Second Floor, 145 -157 St John Street, London, EC1V 4PY, England, UK


This press release was distributed by ResponseSource Press Release Wire on behalf of Elemental Communications in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit