This client is an online bingo brand that traditionally uses a lot of TV advertising to drive response online during the day. They had previously been unable to make radio a feasible option within their DR campaigns because of the cost. The client wanted to achieve a high frequency of airtime across the dayparts of Breakfast, Mid-Morning and Afternoon only, in order to drive response at the key time. By refining the dayparts down we were able to increase the campaign efficiency and reduce wastage. The final average CPT across these stations was £0.95p.
The main objective was to achieve a maximum CPT of £1 across their radio campaign and to drive response to their website.