2002 BEST USE OF MAGAZINES WINNER

WINNING ENTRY - 5 Brothers - Proof of Performance

COMPANY - Universal McCann

CLIENT - Unilever Australasia

SPONSORED BY

OBJECTIVE

To minimise wastage in media planning for maximum impact, against a competitor spending twice as much on TV advertising. This would involve refining the target audience for Five Brothers and increasing its current user base by driving awareness of the brand. It quickly became clear that the competitor would continue to out shout Five Brothers on TV; therefore, an alternative media plan was necessary.

CAMPAIGN

The target market was identified as women without children - they had the time, money and palate for the product, where women with children did not. The media solution was to identify the key media vehicle for women without children that reduced wastage: magazines. Magazines require time to read and deliver reach comparable with TV, but with less wastage. The strategy became a 100% magazine campaign, led with mass titles to generate awareness quickly, followed by foodie titles over an extended period. A proof-of-purchase promotion - "win the ultimate Italian lifestyle" - was run in two magazines The Sunday Telegraph's Sunday Magazine and Inside Out, adding $364,000 in value at no charge. Other promotions included "Romeo & Juliet" with Who Weekly and recipe cards in Gourmet Traveller.

RESULTS

The promotion drew almost 40,000 entries (compare this with the 1,500 in the same magazines for a car promotion). Brand penetration increased from 6.8% in January 2001 to 10.3% by December. Sales increased 39.5% year-on-year, compared to 15.4% for the previous year.