CASE STUDY: Kumala use Magic FM to target adults aged 30-54

Provided by Bauer Media
Kumala wanted to communicate Kumala as a brand for relaxation. Magic FM's 'Stressbusters' was considered as the perfect fit.
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What was the Challenge / Background of the Campaign?

Kumala wanted to target adults 30-54 C1C2 and to communicate Kumala as a brand for relaxation and increase purchase consideration. Music is a great mood influencer, so what better media than radio to communicate the concept of relaxation. Magic not only had the right target audience but especially, as a mood station with a mantra of' more music less talk' was the perfect brand fit for Kumala.

What was the Campaign Objective?

- Raise awareness of Kumala Wines - Communicate Kumala as a brand for relaxation - Increase purchase consideration

What was the Solution?

Kumala sponsored Magic's '7 Stressbusters at 7' feature - delivering 30 minutes of back to back chilled-out, relaxing songs - Monday to Friday. Their strapline was 'Relax - it's Kumala' - a perfect fit with the Stressbusters content. The sponsorship ran for 6 months with bumpers at the beginning, middle and end of the 30 minute feature. Trails were also featured throughout the day - driving listeners to listen to with Kumala.

What were the Results?

Independent research was carried out by Clark Chapman showing that nearly 7 in 10 listeners agreed that the campaign made them likely to consider buying a Kumala wine.

What were the Key Learnings of this Campaign?

'The Kumala sponsorship of Magic Stressbusters at 7 provided the perfect platform to leverage our brand positioning around relaxation - Relax with Kumala. The results were fantastic and confirmed that the Magic platform was a strong and effective mechanism to communicate our brand message to our target audience' Sarah Gandy, Brand Manager, Kumala.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAdults aged 30-54 C1C2
25 - 34
35 - 44
45 - 54
Both
ABC1
C2
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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