Robinsons Soft Drinks
How radio increases the impact of TV through creative synergy
Background
Traditionally Robinsons had spent the majority of their media investment on TV (approx 86%) with a further 10% on press and the remainder divided between outdoor and radio.
However, in the Autumn 1999, they wanted to test the effectiveness of using radio as a key support medium alongside a heavyweight TV campaign.
Objectives
To increase brand awareness and propensity to buy amongst main shoppers with children.
Rationale for using radio
Radio was selected for test alongside TV because of its cost-efficient reach of housewives with...