Top Story

e4m_logo.png

Home >> Advertising >> Article

International: P&G switches to Audio for ‘Meaningful Communication’

22-June-2002
Font Size   16
Share
International: P&G switches to Audio for ‘Meaningful Communication’

Hopes of achieving ‘more meaningful communication’ with its core female consumers have prompted US consumer goods giant Procter & Gamble to mail one million British homes with a free audio 'magazine' titled Take Five.

Four issues of the compact disk magazines will be mailed at bimonthly intervals, each featuring radio-style programme content covering topics such as general fitness, stress management and women’s health. Take Five’s objective is to establish an emotional bond with recipients by encouraging them to take a break from everyday chores.

The disks will promote P&G brands only by association, but the hard sell comes from an accompanying booklet containing money-off coupons with a total value of between £3-£6 ($4.5-$9.0; €4.67-€9.34). Brands promoted include Ariel and Bold washing powders, Always feminine hygiene, Fairy dishwashing tablets and Olay moisturizing cream. The booklet will also feature a freephone number to encourage recipients to pose questions, record comments, submit recipes and enter competitions.

The concept was dreamed-up not by an ad or promotions agency but by a P&G employee, 37-year-old mother of three Vicky Nicholson whose voice will introduce the CD. The magazine and direct mail campaign is designed by Saatchi & Saatchi.

P&G, Britain’s third largest advertiser after Unilever (across its various operating companies) and the government via COI Communications, spent £114.2 million last year, of which a quarter, £28.6m, was allocated to direct marketing.

Tags

In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46