Background information
In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.
The goal of this campaign was to boost the brand awareness of Unilever products Clear Man and Rexona. That was done with the help of creative radio ads via a cross-media campaign in August 2023.
The Strategy
The campaign ensured an optimal media channel mix selection and sustainable communication. It aimed to strengthen the TV campaign coverage and reach the maximum target audience. The use of audio creative strengthened the delivery of the brand’s key creative message and increased brand loyalty.
The REXONA brand was promoted as of maximum protection in any conditions and the CLEAR MEN brand was portrayed as a special care for men with new effective protection.
The Execution
The radio stations represented by IMS were used (102.00 AVTORADIO, 101.50 GRAND, 100.50 ORIAT FM). Radio commercials were placed in parallel with TV campaigns of both brands through one sales house – IMS (via the “one-stop shop” service), which added convenience and flexibility to advertising placement.
Results
In August, overall, 769 spots were aired in the “Hygiene category”, 75% of which related to Unilever brands. In terms of SoV, Unilever generated 82% in the 18-45 target group (in Tashkent and Tashkent region cities) – which indicated effective media planning of the campaign and successful choice of stations for the advertising campaign. The number of listener contacts reached with the advertising message was almost 11 million in the age group 15-64 – and about 9 million in the age group 18-45 (in Tashkent and Tashkent region).
Source: egtaknowledgehub.com
OTHER CASE STUDIES
M6 UNLIMITED TESTS AI SPOT CREATION FOR SMALLER TV AND STREAMING ADVERTISERS
22. 5. 2026M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and measurement. During a POC with Waymark, M6 Unlimited explored how to reduce the cost and complexity… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (2/2)
22. 5. 2026The strategic response: the TV advertising paradox. The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could not be ignored. Linear television was being described as… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE
24. 4. 2026TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER