Radio Rentals: White Goods, A Marriage Made in Heaven
TV and VCR rental market was in decline. To stem this decline a rental facility for white goods was suggested. Media: TV. Evaluation: between October 1992 and September 1993 there were more rentals than the previous 2 years. Incremental income was at least 3 times the ad budget. Ad campaign successfully highlighted Radio Rentals as a place to rent white goods, and tackled the down-market rental image - conveying a more 'modern' image.