Additional Information


Radio: Using modal targeting to boost brand usage

CASE STUDY - 118 24 7: Awareness of the generic 118 number was high among consumers but there was a necessity to 'punch through' with the 24 7 part.

Share this article

Competitor analysis showed that a number of 118 directory enquiry ads already ran in traditional radio ad breaks so the challenge for 118 24 7 was to achieve cut through in their sector with a different approach.

Why radio?

As a call-to-action medium radio was the ideal vehicle for a direct response advertiser. 118 24 7 created an original property that harnessed multiple touchpoints across the day enabling them to engage listeners in different modes and mindsets and galvanise them into taking action.

By using different material at different times of the day it was possible to keep content fresh, engage with various audiences during different dayparts and boost brand consideration.

Read the full 118 24 7 case study at the RAB website

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

Back to top ^