Unilever recently flighted an outdoor advertising and radio campaign for leading product Ola Magnum on select Primedia Outdoor billboards and national radio station 5FM, with phenomenal successes reinforcing sales for the product due to high noting of the outdoor campaign.

The results are testament to the success of the campaign. Sales figures indicate that the Magnum brand has experienced over 10% in growth over the last two months of the campaign while market share has shown an increase of 0.2%. The Ola multipack range continues to grow month on month, indicating over 15% in growth.

“The objective of the campaign was to initiate the correction process of the brand values of Ola Magnum. Previous campaigns had been more concept orientated and not focused on the core values of the brand. The Light versus Dark campaign was the first step in correcting the brand values and as a result the 'dark' variant, Ola Magnum Chocolate Dust, has performed really well,” comments Helen xxx, xxx, of Unilever.

The ice cream category is segmented into impulse, take home and multipack segments, which are then further divided into kids or adults positioning. The Ola Magnum brand is targeted at adults and occupies the indulgent positioning.

“When exploring advertising opportunities and examining the impulse purchase factor of indulgent products, Out of Home shows consistent synergies and is the one medium that retains the attributes closest to the sale of such products,” comments Dashni Naidu, Marketing Manager, Primedia Outdoor.

By capitalising on the synergy of relationships between outdoor and radio, Unilever effectively achieved the completion of audio and visual complimentary strategies. “Campaigns flighted on both mediums can give flexibility to messages being flighted during specific times of the day.

http://www.primediaoutdoor