The challenge

With a relatively small budget, South Africa’s first and only alcoholic spring water cooler, Vawter, wanted to communicate its unique intrinsic qualities which are premium vodka and spring water. As a differentiator and means of building brand personality, they also sought to reinforce and educate consumers on the pronunciation of the brand name.

Why Radio?

“As a relatively small brand with small budgets, we felt that using Radio was the perfect medium to use to achieve our objectives as it has the greatest reach and allows us to use audible cues with respect to the brand’s name and personality.

Radio allows us to create a large amount of mystery around, ‘Tatiana’, the character used in our ads as well as creating talkability around the brand”, explains Vawter Global Marketing Manager Claudia Mills.

Implementation

Perhaps the most important aspect of the campaigns is the humorous play on a stereotypical human truths – for instance, Book Club. These meetings between ladies are more often than not focused on socialising more than the reading of books. The use of witty humour that plays on stereotypical human truths is a ‘recipe’ that the brand has now come to be known for – and through which objectives are met.

The Results

Through consumer feedback via social networking sites, the radio ads have been found to be a resounding success. Testament to this is the fact that people on the Vawter Facebook page engage with the brand in the same humorous tone and manner that the radio executions are so well known for. Advertising objectives were reached by increased brand awareness and likeability scores.

Learnings

The intense marrying of radio with digital media to increase a 360-degree interaction and awareness with consumers is essential to making a successful Vawter campaign. Tatiana –the mysterious on-air character is active on the brand’s Facebook page in the same humorous tone and manner as her radio profile. This further increases brand awareness, personality and engagement.

Listen Up:

Title: Vawter – Book Club

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