the7stars

Case studies

buster

Brief

Find a media strategy that would enable Buster to deliver a high share of voice in a highly competitive sector. Previous advertising had been confined to radio and print.

Insight

The product is best advertised by demonstration – it is easy to use and really works.

Solution

The logical media solution was a visual one: given both the category and the target audience (housewives with children), television was the clear choice. However, as an advertiser who was new toTV, the high cost of production was a barrier. We negotiated a media deal with GMTV that included TV production subvention as part of a ‘new to TV’ advertiser deal. This enabled a range of Buster commercials to be produced whilst still leaving enough budget to be able to advertise at effective weights. We then launched using GMTV’s regional facility, enabling us to test sales uplifts at a regional level before rolling our campaign out around the rest of the country. We achieved significant uplifts in sales with Buster now market leader in its sector.

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