From our own research, we knew that healthcare messaging needed to be relevant to the consumer rather than generic to yield fruitful results. With this in mind, we turned to A Million Ads who specialise in personalised audio advertising to come up with a dynamic and captivating campaign.
A Million Ads use data to create adverts which change dependent on the time of day, day of the week, and even the weather. This means that the listener feels seen and heard, reflected in the relevance of the messaging.
As people were now spending so much more time at home, we knew that they would likely be using smart speakers to listen to the radio, which have now become a common household device. Berocca’s adverts were played across Global radio stations, which include some of the UK’s most listened to such as Heart, Capital, and Capital XTRA.
Once the audience heard the highly relevant advert, they could then open an Alexa skill on their smart speaker which would enable them to learn more about the product and purchase it directly. This actionable element was an incredibly innovative idea and the world’s first audio advertisement of this kind. It successfully invited listeners to react to the ad and follow straight through to purchase in the absence of physical stores, whilst avoiding the highly populated competitor field.