Sponsorship Delivers Daz-zling results
Procter & Gamble were having a hard time reconnecting their soap brand Daz with the new generation of home makers. Through IPC's portfolio of TV magazines, Daz were able to refresh this somewhat ageing brand in a way that realated with their consumers.
IPC persuaded P&G to move away from solus TV activity by creating real brand synergy between the TV advertising and the creative used in our magazines. The groundbreaking six-month sporsorship deal became an integral part of the soap coverage in IPC's leading TV magazines - What's On TV, TVTimes and TV easy and the campaign featured:
- 450 pages of sponsorship
- 33 advertorial pages
- 46 editorial boxes
Pre and post advertising research was also used to track the effectiveness of the campaign which produced some fantastic results:
- Awareness of the campaign rose to 86% amongst the 'readers'
- Perception of the campaign was more positive from the 'readers' than the non-readers
- 15% of readers purchased Daz as a result of seeing the advertising
The campaing also won the 2006 PPA 'Sales Pitch of the Year' award.
To download the full case study click here Daz Case Study.
