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CASE STUDY: Using magazines as part of a mixed-media campaign

Provided by Periodical Publishers Association
In 2004, Maltesers devised the "Maltesers Telly Moment" with the purpose of integrating Maltesers with the nations TV habit

Tell us about the Opportunity / What is it?

Masterfoods' consumer insight showed that the highest consumption of Maltesers occurred while watching TV. MediaCom realised the potential of a communications strategy that encouraged an increase in this behaviour and designed the "Maltesers Telly Moments" campaign specifically around linking Maltesers to the nation's TV viewing habits. The campaign targeted female consumers aged 16-44 during their TV planning and viewing time. With magazines at the heartland of TV planning, it made sense that they become the lynchpin for the campaign.

What is the Marketing Objective?

Masterfoods' consumer insight showed that the highest consumption of Maltesers occurred while watching TV. MediaCom realised the potential of a communications strategy that en couraged an increase in this behaviour and designed the "Maltesers Telly Moments" campaign specifically around linking Maltesers to the nation's TV viewing habits. The campaign targeted female consumers aged 16-44 during their TV planning and viewing time.

How does it work?

The "TV planning" stage of "Maltesers Telly Moments" revolved around the consumer's preparation and build-up to watching TV. TV listing titles and celebrity magazines containing TV listings were used to ensure the target audience was reached most effectively. The campaign included a media first which was developed in conjunction with the Radio Times. "Maltesers Markers" were created for readers to stick and place on the programmes they wished to watch that week, a fun and interactive alternative to the traditional biro or highlighter, and were also crucially "on" brand.

Who's used it in the past?

Magazines have formed the vital part of mixed-media campaigns by many high profile brands, including: Sony Ericsson, Rimmel, Golden Wonder, Toyota Yaris, Niquitin and Gillette Venus Divine

Features / Benefits

Overall, the mixed media campaign had a tangible effect through the brand's "loyalty ladder" of consumers - between Q1 and Q4 of 2004, it contributed to across-the-board increases in consumers' awareness of the brand, their willingness to try the snack, and increased regular and frequent sales. This has fed through to contribute to business effect - the mixed media campaign has helped the brand to climb in confectionary rankings, from the third largest confectionary brand to second place (source: AC Nielsen)

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsWomen aged 16-44
16 - 24
25 - 34
35 - 44
Female
ABC1
C2
DE
Main Shopper
MAGS / CONSUMER
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearPOS PROXIMITYSPONSORSHIP / MEDIA
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