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CASE STUDY: Vodafone target busy mums with Real Radio Scotland

Provided by Real and Smooth Ltd
Vodafone use radio to position their Netbook as an essential part both the home and working life of busy mums.

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

To build awareness of the Vodafone Netbook and position the product as an essential part of both the home and working life.

What was the Solution?

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.

What were the Results?

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%.

What were the Key Learnings of this Campaign?

''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

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1.2 million people with 9.5 million impacts
25 - 34
35 - 44
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
ScotlandAll YearDRIVE TRIAL
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