Benylin
Radio maintains brand and advertising awareness between TV bursts
Background
With mounting TV costs in London, Benylin was keen to see if radio could extend the impact of the TV work by maintaining awareness at a lower cost.
Campaign
Benylins radio campaign ran on 95.8 Capital FM, 1548 AM Capital Gold and Heart 106.2 FM for two weeks. The Capital part of the campaign ran at a combined o.t.h. of 6 per week (i.e. an above average weight of airtime).
TV advertising ran either side of the campaign, using the same creative work (the Nessum Dorma singing opera...