CASE STUDY: Comfort use radio to multiply effects of TV campaign
Provided by Radiocentre
CASE STUDY: How product benefits can be effectively communicated using an audio-only medium
What was the Challenge / Background of the Campaign?
In Spring 2007 Unilever launched their TV campaign "Do the Moves", aimed at
demonstrating how their new Comfort Concentrates product range released
long-lasting freshness with every move. Five weeks into the TV campaign they
wanted to further increase cut-through of the product benefit amongst mums
and persuade more of them to try it. Radio can talk to large numbers of mums at particularly relevant times for both consideration and purchase. To increase persuasiveness it was important for mums to feel that the campaign was talking to them at their level. Find out more...
What was the Campaign Objective?
To increase brand awareness and gain trial.