Due to COVID19 Bensons stopped production and deliveries for a period of time, but still wanted to remain front of mind with our audience. Bensons was aware it needed to be sensitive to the current climate and adapt the tone of its messaging.

The integrated partnership between Bensons for Beds & Magic Radio continues to go from strength to strength. When lockdown happened, naturally people's behaviour changed and for the first time so did their expextations of brands. Our research showed, 87% of people still want to hear from their favourite brands & over 50% favour brands showing positive actions for the community. We knew the campaign tone of voice had to change in order to achieve the challenge set by Bensons.

Bensons tone of voice changed for the breakfast show credits to suit the current situation. #1: "The Experts in Sleep Wellness. When indoors sit next to a window. Sunlight will give a natural boost to your mood and energy levels. Find out more at magic.co.uk" #2: "Regular physical activity is associated with more restorative sleep. Schedule exercise in the morning to kick start your body clock. Find our more at magic.co.uk". The partnership between Magic & Bensons for Beds meant they now featured in three new activities to support its audience and community during lockdown.