Strongbow, the UK's number one cider brand, wanted to deepen drinkers' relationship with the brand in an increasingly competitive market. To achieve this, the brand launched its "Bowtime" commercial radio programme - striking up an engaging dialogue with drinkers. In the summer of 2008, the challenge was to recruit as many Strongbow drinkers as possible and prompt people to order Strongbow when visiting the pub. Radio allowed Strongbow to talk to the audience at precisely the time when this message is most powerful - the mid afternoon - when workers are thirsty.
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