Case study · DIGA Möbel
DIGA Möbel: TV and radio synchronised for a sales promotion.
DIGA Möbel structures its year around commercial highlights in store, with a recurring need to align brand awareness with the announcement of a dated promotion.
- Sector
- Furniture
- Scope
- German-speaking Switzerland
- Media used
- TV, Radio
- Role of Mediagenic
- Media strategy and planning.
Objective
Support awareness of the brand and its products, and announce a special sales promotion in stores.
Strategic response
A schedule aligned with in-store promotions: TV carries awareness of the brand and its products, radio relays the announcement as close as possible to the date, with both media activated in parallel to concentrate pressure on the relevant period.
Media used
- TV, German-speaking Switzerland.
- Radio, German-speaking Switzerland.
Verified result or testimonial
Not available: no quantified results or testimonial are available for this case.
Lesson
For a dated sales promotion, synchronisation matters as much as the choice of media: TV establishes, radio relays, within the same window.