The Co-operative Insurance celebrates reponse to latest social campaign

October 02, 2015

The Co-operative Insurance has received a fantastic initial response to its brand new social media campaign – Nostalgia FM – seeing over 35,000 visitors going back in time to when they passed their driving test. 

Nostalgia FMDuring its largest ever social media campaign which was designed to raise brand awareness, the interactive tool allowed users to create a playlist* of number ones from the month and year they passed their driving test.   Over the course of five days, the business welcomed 200,000 engagements on Twitter and Facebook, including video views, likes, comments, re-tweets and favourites.  The launch date (14 September) was also the second busiest day of the main Co-operative Insurance website since the start of the year.

In just 24 hours, The Co-operative Insurance’s twitter followers increased by 6%.  More than 700 conversations took place and the campaign also surpassed Twitter’s 1.5% benchmark for engagement, reaching a figure of 5.2%. Celebrities positively interacting with Nostalgia FM included Vanessa Feltz and Lisa Snowdon.

Social media is increasingly playing an integral role in The Co-operative Insurance’s marketing and customer service offering.   The integrated social media and PR campaign used Facebook, a Twitter Promoted Trend and native advertising.  Audiences were also invited to take a trip on the musical time machine via a video:

Nostalgia FM was the brainchild of two Co-operative Insurance marketing and digital colleagues and the campaign was developed in-house, with Mediacom North creating the tool designed to engage customers and improve brand awareness.  It sits on The Hub – The Co-operative Insurance’s content portal.

See more on Twitter via @coopinsurance #NostalgiaFM and

Marketing Director at The Co-operative Insurance, Charles Offord, said:

“The results of the campaign have exceeded our expectations and we are pleased that so many people had fun reminiscing about their past driving experiences. This was a valuable learning project for us as we continue to progress our transformation journey and we will build on the success of this campaign to continue to engage with our customers and members in new and appealing ways.”

Will O’Hara, SEO Group Head at MediaCom North, said:

"Working on Nostalgia FM was a technical and musical challenge as we created more than 650 individual Spotify playlists to cover the 55 years between 1960-2015 with over 1,600 songs in total.

“In order for the tool to be a success, it was important for the page to be loaded quickly and to give people the option of listening to the playlist via a pre-installed app or the default web player.  As over 15,000 people used the tool on the first day and we didn't experience any periods of downtime or slowness, from a development and technical point of view, the project was a success.”

Notes to Editors


For more information contact:

Alex Wilson
Press & Media Relations Manager, The Co-operative Group
0161 767 4281/07540 641368

Jenna Moss
Press & Media Relations Manager, The Co-operative Group
0161 7674354/ 07770 441 828