To build sales during the cold and flu season, Kleenex Anti-Viral needed to build awareness of its core benefit (kills 99% of cold and flu viruses in the tissue) amongst its core audience of young mothers with children aged 3-14 years. Radio was the ideal medium as not only does it provide both rapid coverage build and high levels of message frequency for this target audience, it also offered low entry cost in terms of media and production and reaches mums and kids at critical times of the day - 'mum times' (e.g. driving to the shops and the school run).
To deliver the Kleenex brand message to its core audience of young mums.
The campaign focused on morning and afternoon airtime, using a combination of spot advertising alongside its ongoing weather sponsorship. In addition the 'Heroes' creative strategy, in which four celebrities ditch their public personas and release their emotions, was picked up by presenters; most notably by Capital Radio's breakfast team who created their own version of the Kleenex song and posted it on YouTube.
The key campaign message, that Kleenex Anti-Viral kills 99.9% of cold and flu viruses in the tissue, was measurably well communicated with 76% of radio listeners in agreement with the brand claim, compared with a 51% norm.
"The radio advertising was a key part of our winter campaign - it enabled us to reach mums during the school run where the message of protection against the spread of cold and flu was particularly relevant." Mark Zander, Marketing Manager, Kleenex UK and Ireland