The Radio was the perfect media because it would allow us to have interaction between a variety of voices, at little or no cost. We took inspiration from the many text-to-voice softwares now available and created a campaign in which all voices would be automated, therefore avoiding any speaker costs. The ads’ scripts would play with the fact that the voices were automated but at the same time incredulous of the big promotion.

The Volume Market Share went from 3,4% (March 2013) to 4,1% (April 2013): + 0,7% in the month of flighting.

Source: IRI Channel: H+S+SS (Modern Trade)