CASE STUDY: Maltesers raise awareness at snack time using radio
Provided by Bauer Media
'The Maltesers Moment' ran across Big City Radio and Magic to target females aged 16-34 at 'key snacking times'.
What was the Challenge / Background of the Campaign?
Maltesers wanted to raise awareness and purchase consideration at 'key snacking times' amongst a female 16-34 audience. They also needed to communicate their 'sing along with Maltesers' positioning and highlight 'the Lighter Way to Enjoy Chocolate'. We suggested Big City and Magic Radio to target Maltesers audience and provide coverage in key areas of the UK.
What was the Campaign Objective?
Raise awareness and purchase consideration at 'key snacking times'
What was the Solution?
The 'Maltesers Moment' - a daily feature running for 3 months during the Summer period. Between 3pm and 5pm each weekday the stations created a 'Maltesers Moment', where listeners requested a track. The listener would explain why the track made them want to sing along. The feature incorporated a Lighter Way to Enjoy Chocolate' tag.
What were the Results?
Independent research conducted by Clark Chapman showed that following the activity: - Spontaneous awareness of Maltesers was more than double amongst listeners compared to non listeners
- In comparison to other brands, listeners were 50% more likely to buy Maltesers than non listeners
- Listeners were more likely to buy Maltesers over Dairy Milk, Mars, Kit Kat and Flake
- 85% of listeners thought that they were likely to buy Maltesers compared to 74% of non listeners (15% more likely).
What were the Key Learnings of this Campaign?
Radio could reach people as close to point of sale as possible for Maltesers and by using station presenters we could communicate their brand messages in a creative and memorable way.