CASE STUDY: Presenting Airevale Homes through Radio

Provided by Radiocentre
Airevale Homes reaches out to local homebuyers with Real Radio Yorkshire.
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What was the Challenge / Background of the Campaign?

Upper Reach is a development of apartments and houses tucked away in a valley between the River Aire and the Leeds Liverpool Canal, just 5 miles from Leeds City Centre. The client was having difficulty attracting potential homebuyers to the site as it was proving difficult to find. Airevale Homes, therefore chose to utilise the power of radio in an attempt to both boost awareness of the development and increase the number of serious offers made on the properties within the development. The client had previously utilised many forms of media, yet at this point not radio.

What was the Campaign Objective?

Raise public awareness, persuade prospective homebuyers to visit the site and ultimately purchase a property.

What was the Solution?

A solus radio campaign was launched, exclusively on Yorkshire Real Radio, in order to attract the attention of the localised clientele. The campaign lasted just one weekend and looked to raise awareness of the development, through creating heavy pre-awareness from Wednesday through to Friday and 12x60 spots per day on Saturday and Sunday. The campaign based itself as a series of pseudo live commercials and heavily focused upon both the beauty and reasonable cost of the properties available.

What were the Results?

The client estimated that there was a 500% uplift in serious homebuyer visiting the site, not only across this weekend, but for several days afterwards.

What were the Key Learnings of this Campaign?

"We've had 2 v successful campaigns with Real Radio. We were looking for a high number of visitors to the site. I would estimate that the uplift was probably in the reach of 500%. People didn't just view on the weekend in question but were still coming in 2-3 weeks later. It worked very very well." Margaret King, Sales Advisor, Airevale Homes.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsHomebuyers local to Yorkshire
25 - 34
35 - 44
45 - 54
55 - 64
Both
ABC1
C2
LOCAL MEDIA / REGIONAL
RADIO / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NorthAll YearBUILD AWARENESS
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