CASE STUDY: Diet Coke targets women 16-24 on Heat Radio

Provided by Bauer Media
Diet Coke wanted to target women 16-24 and drive occasions to drink Diet Coke with an obvious long term sales uplift
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What was the Challenge / Background of the Campaign?

Diet Coke wanted to target women 16-24 and drive occasions to drink Diet Coke with an obvious long term sales uplift as the key objective. Their aim was to push past the traditional '11 o'clock Diet Coke break', suggesting that women could create their own. In 2007, an award winning piece of work between heat and Diet Coke, 'the Psst column' began a brilliant relationship between two brands who seek to engage twentysomething women . The challenge for 2008 was how to re-invigorate and build on an already strong partnership with a bigger, more interactive solution.

What was the Campaign Objective?

Drive occasions to drink Diet Coke with an obvious long term sales uplift as the key objective

What was the Solution?

We created a flagship show for Diet Coke on the newly launched Heat radio, 'The Diet Coke Break' running Mon-Fri from 2-5.30pm with Rachel Hopper, featuring celebrities, gossip, news and great music. A year long partnership ensued, allowing us to develop and bed in a fantastic bespoke radio show which took a single Diet Coke break message to the Heat audience on 3 platform: mag, on air and online. Listeners were encouraged to go online to share views, build playlists, and enter competitionsthe greater interactivity levels leading to a deeper relationship between station.

What were the Results?

Following the campaign, independent research showed that 68% of Heat consumers said that they had seen advertising for Diet Coke recently, in comparison to 34% of non heat consumers. Listeners were also 58% more likely to drink Diet Coke once a week compared to non listeners. All results were particularly high for those who consume Heatworld.com and Heat radio together, demonstrating how the platforms work effectively together.

What were the Key Learnings of this Campaign?

'Supported by a strong media rationale, it was possible to demonstrate clear alignment of consumer objectives alongside an opportunity to build heat into a strategic brand partner whose flexibility on content has enabled the heat and Diet Coke partnership to support our brand activations throughout the year' Joanna Moynihan, Senior Brand Manager, Diet Coke. A year long partnership ensued, allowing us to develop and bed in a fantastic bespoke radio show which took a single Diet Coke break message to the heat audience on 3 platforms - in mag, on air and online.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWomen aged 16-24
16 - 24Female
ABC1
C2
MAGS / CONSUMER
RADIO / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALBRANDED CONTENT / RADIO
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