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
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMums
25 - 34
35 - 44
Female
ABC1
C2
Main Shopper
Kids HH
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearDRIVE TRIAL
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