Mutlimedia radio promotion, online and mobile sms

Media channel: Mutlimedia radio
promotion, online and mobile sms

Brands: Rhoto V

Campaign timing: Summer

Target audience: Clubbers

Background:
Rhoto V eye drops contain an active
ingredient which whitens red eyes, a key usp for the late night clubbing market who may wish to look good the morning after the night before, even if they did not feel it.

Campaign objectives:
Objective to consolidate distribution and bring more purchasers into the brand.

Media solution:
Multimedia platform created around planned sales promotion activity;
Responsive to assess effectiveness and build database for further research and communication;
Combination of radio advertising and promotions, online micro-sites, sms text messaging, magazine
advertorials and competition.

Results:
National sales increase 15%, but 30% in regions where advertising was supporting in store activity. In excess of 3,000 names recruited for database work.