TWMedia accompanies these campaigns as Coop’s lead agency. We asked agency owner Stephan Küng about the importance of Radio spots in the retailer’s media mix and why Coop repeatedly relies on this variant of Advertising.

Mr. Küng, everyone knows Coop’s memorable TV campaigns, which you and your team oversee. What is the significance of Radio in your media mix?
Radio impresses us due to its very high Reach and the correspondingly positive, activating effect. Depending on the campaign goal, we use Radio accordingly.

You have been relying on event data-based Radio spots for your client Coop for years. Why did you choose this form of Advertising back then?
In the case of our cheese weather campaign, the new technical possibility allowed us for the first time to broadcast Radio Advertising specifically when the weather literally invites people to consume cheese. It was clear to us from the beginning that we wanted to use this event data-based Advertising delivery. When the sun is shining and it’s 18℃ – and that happens every now and then in October – few people are in the mood for fondue or the like. This allows us to use Advertising budgets specifically when the need is really there. We enrich our rather static media mix with these dynamic components.

Where do you see differences to “normal” Radio campaigns?
In contrast to typical Radio campaigns, where many people are activated within a rather short period of time, the consideration is different with this form of Advertising. You define a budget for a longer period and set a time window in the course of the day in which the spots are broadcast, provided that the conditions are right. Accordingly, the spots are broadcast at the right time and in the right place. The Advertising message thus gains significantly in relevance.

And how would you rate the success of event data-based Radio campaigns?
Measurability is, of course, always a matter of debate. Especially when it comes to a large campaign with different media. However, we are convinced that with the use of event data-based Radio campaigns, we significantly increase the pressure and effectiveness of an existing media mix.

Do you also see disadvantages in this dynamic spot delivery?
Frankly, no. The mechanism is simply efficient, as the spot is only played when it fits the situation and the Advertising makes particular sense at that moment. This strategy also works for other products, such as garden furniture in good weather in spring or nasal spray when pollen is flying. For a product of daily use, such as Nutella, this consideration is probably less important.

Thank you very much for the interview.