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Tilda rice
In the recessionary climate of 2009- 10, Tilda's market share was under pressure as it is a premium priced, fairly traded rice. Rice is a low interest category in itself, but the brand had to find a way of increasing its appeal amongst people who appreciated good food and the role of premium ingredients. The focus was to do 'fewer things better' in a largely uncontested media space, whilst at the same time consciously engage the audience.
Why radio?
A series of 3 minute videos was created for distribution over the web, however Tilda needed a platform that would take this content to a wider, mainstream audience. Radio would allow the foodie product messages from Tilda to come to life in the minds of consumers, by engaging them in a series of mouth-watering recipe ideas. Radio was also an open goal for a brand like Tilda - there were no other competing brands to dilute their 100% share of voice. "We have found radio to be an excellent, engaging medium toGupta, Marketing Manager, Tilda Implementation
An exclusive partnership was created with Magic 105.4 in London, which has an efficient reach of the core target - ABC1 females aged 35-54. A series of recipe spots were created, concentrated mainly in the afternoons and early evening slots, when decisions about meals and ingredients were being made. The features were presented by celebrity Indian chef Anjum Anand, and directed listeners towards a dedicated microsite where they could download Tilda branded recipe cards and videos. They were also encouraged to enter a competition to win tickets to the Tilda Rice Cookery Masterclass, where the 40 winners were taught how to make a number of different meals with Tilda products over the course of an afternoon. Video and audio were captured at the Masterclass, which were subsequently used on-air and on the brand's Powerpoint Templates webpages.
Results The number of visitors (unique users) to the Tilda site doubled when the campaign was on-air, and the three minute recipe videos were viewed 13,000 times over the first six weeks of the campaign. Most importantly, audited sales figures following the campaign showed that Tilda value sales grew 47.3% faster in the advertised area (London) than in the rest of the UK (AC Nielsen Data to week ending 12th June 2010).
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Background Nescafe Original had always been known as the taste that gets you started and therefore the brand wanted to associate with The Mix Network Breakfast Shows to establish its Getting you started message routed deeper in the minds of the consumers Why Radio? Mornings are a 2 switch deal One for the Radio and one for the kettle, therefore giving a very apt platform for the brand. Connecting with people in the morning gave greater probability of their staying with us, the station and the brand, for most part of the day. Further, messages at the key consumption times increased the brand resonance Implementation Credits every 15 minutes within the breakfast show delivered continuous communication of the get started message whilst promoting the consumption at a key time. Montage of the morning show coupled with Nescafe keeping you going trails featured across the day.
Results A study of listeners and recognizers revealed that they found Nescafe Original was a brand you heard quite a lot about and things going for them Giving the brand salience a five fold jump in the subsequent brand track study
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The cheapest and oldest form of entertainment Its a fact that as a medium radio has always been
treated as a second and feeble cousin of mighty television. 145-150 minutes per day, the consumption time of radio is more than that of television, which stands at 140 minutes
Mobile
44 Cr users connections
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communication and positioning, since it can target a large audience because of its immense reach. Studies indicate that instead of two back-to-back commercials on television, one commercial on television and another one on radio give about a 20 per cent higher brand recall. Reminder Media: People generally tend to forget things Here radio helps the ad-messages by reminding people.
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The cost per thousand and cost per reach of radio is significantly better than television. Radio has a higher potential to penetrate the rural areas than
other media. Local retailers and restaurants see an advantage in advertising their products, services in local newspapers or radio as opposed to television. Increased rural marketing by corporate needs to be matched by independent consumer awareness creation and radio offers them an easier and effective way to do it.
customers?) 2. Frequency (How often do you ask your potential customers for business?) 3. Reach (How many potential customers do you talk to?) 4. Persistence (How long have you been asking them for business?) 5. Audience Attention (How attentively are they listening to you?) 6. The Commercial Itself (What do you tell them, and how?)
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songs about a product or service that carry the advertising theme and a simple message. Since most of the FM audience in India are tuning in for music, use of songs and parodies will help to gain attraction towards the message. The jingles are an effective way to keep the company name and advertising remain in the minds of customers and prospects. Since most of the radio advertisements are short and the number of advertisements aired between programs is less, the audience is hooked onto the advertisements.
The spots for advertisement can be for 10 sec, 20 sec, 30
sec and 60 sec. In General, 10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words
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Radio stations divide their rate cards into day parts .The exact divisions vary from station to station.
6 am -10 am 10 am 3 pm 3pm 7pm Morning drive Daytime Afternoon drive
7pm- 12am
12am 6 am
Nighttime
All night
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when used together The Multiplier Effect. Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is re deployed on Radio
Millward Brown Study, UK.
The audience exposed to radio generated almost three times the brand recall compared to the audience exposed to newspapers only. Powerpoint Templates RAEL The Benefits Of Synergy. Page 12
The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign
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Target Groups on Radio Audience Profile Varies Across the Day; thereby allowing Day Part Targeting
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Power of Interactivity
Radio has the unique ability to interact &
engage with Audiences, continually inviting them to respond in various ways - SMS, Outdoor Broadcast (OBs) & Events.
Levels of interaction on radio are high.
Visiting station
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TV
Cost of a 4 week campaign(20 sec spot) Reach (People, who watch TV at least 4 days a week) CPT (Rs.)
44
PRINT
Cost of a print campaign (8-9 states, 60 cc front page ads, 2 publications in each state) Number of people reached (Literates, who read at least one publication) CPT (Rs.) 80 233719000
34
RADIO
Cost of 4 week radio campaign ( 2 leading stations, 8 spots a day @ 20 sec) Number of people reached (listen to radio at least 4 days a week] 19 106698000
Powerpoint Templates
CPT (Rs.)
18
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