Daz had wide reach and awareness among mass market mums through The Cleaner Close TV campaign. But sales were to be dramatically improved using magazine communication. Client, agency, PR, IPC Weeklies Solutions and editorial teams collaborated to create a ground breaking 6 month sponsorship of IPC TV titles soap coverage. NRS accumulation showed the planned campaign (of 500 pages of sponsor tags, advertorial and editorial mentions) would deliver 550 housewife with children ratings; 33% at an average 17 ots and at ¼ the price of TV.
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