Kumala wanted to communicate Kumala as a brand for relaxation. Magic FM's 'Stressbusters' was considered as the perfect fit.
Kumala wanted to target adults 30-54 C1C2 and to communicate Kumala as a brand for relaxation and increase purchase consideration. Music is a great mood influencer, so what better media than radio to communicate the concept of relaxation. Magic not only had the right target audience but especially, as a mood station with a mantra of' more music less talk' was the perfect brand fit for Kumala.
- Raise awareness of Kumala Wines
- Communicate Kumala as a brand for relaxation
- Increase purchase consideration
Kumala sponsored Magic's '7 Stressbusters at 7' feature - delivering 30 minutes of back to back chilled-out, relaxing songs - Monday to Friday. Their strapline was 'Relax - it's Kumala' - a perfect fit with the Stressbusters content. The sponsorship ran for 6 months with bumpers at the beginning, middle and end of the 30 minute feature. Trails were also featured throughout the day - driving listeners to listen to with Kumala.
Independent research was carried out by Clark Chapman showing that nearly 7 in 10 listeners agreed that the campaign made them likely to consider buying a Kumala wine.
'The Kumala sponsorship of Magic Stressbusters at 7 provided the perfect platform to leverage our brand positioning around relaxation - Relax with Kumala. The results were fantastic and confirmed that the Magic platform was a strong and effective mechanism to communicate our brand message to our target audience' Sarah Gandy, Brand Manager, Kumala.