Radio was an ideal medium for Lockets as it could bring the product to life at the right time when people were suffering from coughs and colds and is a medium that is particularly close to point of sale. We suggested breakfast activity as it was the perfect time to talk about ‘getting on with your day’.
A multi-layered approach incorporating morning weather sponsorship on air and online, station branded features and a breakfast promotion.
The branded features communicated Lockets messages, such as the bigger soothing centre and covered topics related to natural ingredients that help the body fight colds and flu, and how to avoid stress. Using weather sponsorship as a focal point, the activity created engagement and energy with considered pieces of copy, integrated through various parts of Magic 105.4’s morning programming schedule.