Goal of campaign: As a new flavour, the product needed to be communicated in a short but heavy launch and therefore something special was needed. Coke Light Lime, together with the radio station Donna (today MNM), started a radio game whereby listeners could win an island, for them and for their friends. This game received a lot of publicity and the brand succeeded in increasing awareness in the short term.
Strategy: Radio campaign combined with handouts of samples of the new flavour. In the North there was a radio contest during which the listener could win 'his or her own island' (branded entertainment).
Methodology: Pre-testing of radio spot along with impact survey after the campaign.
Campaign aim: Product launch | Build awareness
Target group: Young Adults
Budget: Less than 500.000 €
Sector: Food & Beverages
Advertising format: Classic Spot | Other
Country: Belgium North
Results:
There was an increase in brand awareness, coupled with a succesful product launch, resulting in more listeners for the radio station and the 'own island' contest becoming the talk of the town. Evaluation: successful out-of-the-box thinking revealed the power of radio advertising for FMCG brands.
