Background information
In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.
The goal of this campaign was to boost the brand awareness of Unilever products Clear Man and Rexona. That was done with the help of creative radio ads via a cross-media campaign in August 2023.
The Strategy
The campaign ensured an optimal media channel mix selection and sustainable communication. It aimed to strengthen the TV campaign coverage and reach the maximum target audience. The use of audio creative strengthened the delivery of the brand’s key creative message and increased brand loyalty.
The REXONA brand was promoted as of maximum protection in any conditions and the CLEAR MEN brand was portrayed as a special care for men with new effective protection.
The Execution
The radio stations represented by IMS were used (102.00 AVTORADIO, 101.50 GRAND, 100.50 ORIAT FM). Radio commercials were placed in parallel with TV campaigns of both brands through one sales house – IMS (via the “one-stop shop” service), which added convenience and flexibility to advertising placement.
Results
In August, overall, 769 spots were aired in the “Hygiene category”, 75% of which related to Unilever brands. In terms of SoV, Unilever generated 82% in the 18-45 target group (in Tashkent and Tashkent region cities) – which indicated effective media planning of the campaign and successful choice of stations for the advertising campaign. The number of listener contacts reached with the advertising message was almost 11 million in the age group 15-64 – and about 9 million in the age group 18-45 (in Tashkent and Tashkent region).
Source: egtaknowledgehub.com
OTHER CASE STUDIES
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
