Dominos had been a traditional TV advertiser, famously sponsoring The
Simpson's on Sky One, and hadn't had a presence on radio for almost a
decade. In the face of fragmenting TV audiences and the rising cost of online advertising, Dominos opted to incorporate radio into their media mix using it alongside TV to achieve maximum effect to reach people at times when television couldn't. The ultimate objective was to launch and drive sales of the new Texas BBQ pizza. Dominos ran a substantial weight airtime campaign over a 6 week period aimed specifically at 16-34 males.
Find out more...
<
<