CASE STUDY: T-mobile drive consideration with Kiss FM
Provided by Bauer Media
T-Mobile partnered with Kiss FM and Galaxy to convey a variety of messages to a young, technology minded audience.
What was the Challenge / Background of the Campaign?
T-Mobile had two key objectives - to drive consideration of T-Mobile as a good value PAYG brand and to be known for 'your top-ups last longer'. T-Mobile needed to convey a variety of messages to a young, technology minded audience in a credible, memorable way. The flexible nature of radio meant that T-Mobile could frequently and easily adapt the detail of their message. Our Kiss Network teamed up with Global Radio's Galaxy Network, to offer a large scale sustained dialogue with T-Mobile's target audience.
What was the Campaign Objective?
To drive consideration of T-Mobile as a good value PAYG brand and to be known for 'your top-ups last longer'.
What was the Solution?
Sponsorship of Kiss Drivetime, the ideal time to reach people planning their leisure time. Promotions ran throughout and bespoke fortnightly listings features, plus integrated online activity added to T-Mobiles constant presence. Creative flexibility allowed us to accommodate the different PAYG propositions from Aug - Oct and support the product messages. The promotions included a 'Eurobooster' promotion, where Kiss listeners tested their Euro knowledge, please see attachment for further details.
What were the Results?
70% of listeners thought that the sponsorship gave them a better impression of T-Mobile - Post campaign, listeners were 22% more likely than non listeners to say that T-Mobile is the 'leading mobile network' and 20% more likely to say that T-Mobile 'offers a high quality network' - Following the campaign listeners were 27% more likely than non listeners to say that they would chose T-Mobile as a mobile network - 46% of those that heard the activity thought that they were more likely to consider T-Mobile as a result of the sponsorship.
What were the Key Learnings of this Campaign?
Kiss FM provided T-Mobile with the perfect platform to reach their target audience of young, technology minded audience. The results show that the campaign was a huge success with 27% of listeners more likely than non-listeners to say that they would chose T-Mobile as a mobile network post the campaign.