Knowledge through experience
campaign Deep Heat - objectives
To maintain Deep Heat’s position as brand leader in the traditional rub sector by:
- Maintaining a regular dialogue with
existing Deep Heat users.
- 45+ remedial users (traditional users for muscle aches and rheumatism).
- 25-44 active sports users (football and rugby players for pre-match warm up).
- Moving users up scale from light through to heavy usage.
- Switching users of competitive products. The task was to provide a solution that would address two distinct target groups, whilst maintaining overall brand visibility to combat increasing competitive activity.
A dual media approach was proposed. The target relationship strengths of radio combined with the volume cover, directional and information properties of selected print titles was seen as the ideal route to maintain brand saliency across the season.
campaign Deep Heat - strategy
Commercial radio was suggested to:
- Reach the sports market through a comprehensive promotion utilising Virgin Radio with airtime, on-air promotion, a competition and web site activity, exploiting the strong relationship between the target group and the station.
- Catch players on their way to games utilising airtime transmitted in specific sports environment and up-weighted on Saturday and Sunday mornings.
National press and magazine advertising as the branding umbrella to:
- Provide an information based, regular presence
in target efficient titles.
- Ads placed in relevant environments to suite the different copy treatments and respective target readerships.
- For example, footballer in sport, gardener in leisure, golfer in older bias titles.
The schedule was planned to provide a regular presence in key titles over the defined season, and allow the opportunity for last minute deals in others to build coverage.
campaign Deep Heat - result
Via the combined promotional and advertising approach, radio focused the dimension of trust via its one to one listener relationship, with a regular conversation via an uncluttered but well targeted environment.
To date the Deep Heat web site has generated 38,000 page impressions, 350,000 banners have been served, delivering a click through rate of 1.11%. The competition has received over 3500 entries.
The press activity optimised stand out via creative treatments positioned into:
- Target relevant titles.
- Editorially relevant sites.
Sales data to date for the early campaign period shows an improvement year on year. Distribution levels have been maintained and are growing in the increasingly important grocery sector.