The challenge of the campaign was to make listeners aware of the Andrex Fresh in-store demonstrations and get listeners to "be kind to their behind". Radio stations would not normally refer to listeners behinds on air so we had to make sure that the campaign was run in a fun and listener friendly way. We ran an on-line promotion on Heart 106.2, Century 105.4, Century 100-102 & Real Radio Yorkshire for the duration of the in-store activity with supporting on-air promo-trails and presenter live-reads when in-store Andrex Fresh demonstrations were occurring.
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