In Spring 2007 Unilever launched their TV campaign "Do the Moves", aimed at demonstrating how their new Comfort Concentrates product range released long-lasting freshness with every move. Five weeks into the TV campaign they wanted to further increase cut-through of the product benefit amongst mums and persuade more of them to try it. Radio can talk to large numbers of mums at particularly relevant times for both consideration and purchase. To increase persuasiveness it was important for mums to feel that the campaign was talking to them at their level. Find out more...

To increase brand awareness and gain trial.