Media > Use of Media
SHALMOR AVNON AMICHAY/Y&R, Tel Aviv / ISRAEL RADIO / 2006
Overview
Credits
Audience
Some 25 of Israel’s largest regular TV advertisers increased their radio media spend.
CommunicationGoal
Launch "Israel Radio’s” newest commercial package deal :get 50 spots on the radio, for the price of one spot on television.
This solution is aimed at companies with a limited budget seeking to achieve the greatest impact with their campaign.
Effectiveness
An incredible 28% sales increase in the 2 months following the airing of the campaign.
Implementation
The spot uses television advertising’s weaknesses to expose the problems you face when you can not afford a TV campaign (let alone support it adequately).
It emphasizes the unique advantages radio advertising offers: greater repetition, higher exposure, better reach, and of course better pricing.The minimalist, graphic style of the ad, plays on the TV like a radio ad – not like a TV ad.
MediaStrategy
Launch "Israel Radio’s” newest commercial package deal :get 50 spots on the radio, for the price of one spot on television.
This solution is aimed at companies with a limited budget seeking to achieve the greatest impact with their campaign.
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