In a strategic move to reach a broader audience, Damart, recognized for its patented Thermolactyl coldwear, has ventured into the realm of radio advertising. The campaign, backed by the latest data from the Department for Culture, Media, and Sport, capitalizes on the fact that 89% of the UK population tunes in to live radio each week.
The focus of the campaign lies in celebrating Damart’s heritage as a specialist in stay-warmer clothing. Aiming to enhance brand awareness and consideration, Damart has invested significantly in this foray into radio media, marking a pivotal moment for the renowned brand.
Targeting the north-west and Yorkshire regions, the campaign strategically airs on prominent stations such as Greatest Hits Radio, Radio Mansfield, Smooth Radio, and Radio City. The carefully crafted script not only delves into Damart’s thermal legacy but also emphasizes the extensive range of thermal products available. To sweeten the deal, listeners are enticed with an exclusive discount code.
Ben Phillips, Head of Marketing and e-commerce at Damart, expressed enthusiasm about the campaign’s potential impact. He highlighted the significance of radio as a trusted medium in people’s homes, making it an ideal channel to bring Damart’s thermals to the forefront of their target audience’s minds.
Collaborating with media buying agency MediaCom for a strategic approach and the creative expertise of strategic marketing agency Home, Damart aims to resonate with both current and potential customers. This inaugural radio ad campaign not only signifies Damart’s commitment to innovation but also reflects its confidence in the resonating power of the trusted voice of radio in connecting with consumers.
