CASE STUDY: Strongbow use commercial radio to launch "Bowtime"
Provided by Radiocentre
Strongbow used radio to create "thirst appeal" at relevant times to generate high response during Summer 2008
What was the Challenge / Background of the Campaign?
Strongbow, the UK's number one cider brand, wanted to deepen drinkers' relationship with the brand in an increasingly competitive market. To achieve this, the brand launched its "Bowtime" commercial radio programme - striking up an engaging dialogue with drinkers. In the summer of 2008, the challenge was to recruit as many Strongbow drinkers as possible and prompt people to order Strongbow when visiting the pub. Radio allowed Strongbow to talk to the audience at precisely the time when this message is most powerful - the mid afternoon - when workers are thirsty. Find out more...
What was the Campaign Objective?
To recruit as many Strongbow drinkers as possible