Vodafone use radio to position their Netbook as an essential part both the home and working life of busy mums.
Vodafone wanted to target busy mums and to position the Vodafone Netbook as an essential part of both the home and working life - giving mum's life a makeover and generally giving more time in the day. Running a promotion on Real Radio Scotland was considered to be a perfect medium for reaching these busy mums.
To build awareness of the Vodafone Netbook and position the product as an essential part of both the home and working life.
Listeners were encouraged to go online and tell us what they would do with an extra half hour in their busy day. Presenters chose a listener each day at random and awarded them with a life makeover (Life coaching sessions, personal shopper, makeover & shopping spree) plus a Vodafone Netbook. To encourage listeners to watch the film, we ran another week of trails/presenter reads to tell listeners to go online to see the video and whilst there we gave them another chance to win a makeover.
The promotion over-delivered by 11% on contracted delivery - reaching 1.2 million people during the campaign, with 9.5 million impacts.
Across both stations the competition microsites received over 10,000 visits - well above average. Conversion rate of unique users was 37% - the average for Real Radio promotions is 20%.
''Real Radio Scotland average 2,500 visits & 500 entrants to online competitions over a 2 week period. In terms of awareness Vodafone achieved over the station average reaching 160% and also showed a 51% increase in entrants compared to average.
This shows us that Vodafone's product was desirable, sort after and created excitement plus our listeners felt comfortable with the Vodafone brand.' Real Radio Scotland programming