When homegrown toilet tissue brand Quilton needed to punch above its weight against well-established global brands with large advertising budgets, it turned to atn to build on the momentum of a relatively small TV campaign and drive attention.
With ad budgets tight, meaning Quilton was unable to sustain a long-term TV presence, its agency in collaboration with atn devised a strategy that delivered maximum impact where it mattered most – audio. atn created a 12-week flighted campaign across all commercial radio stations in Sydney and Melbourne, reinforcing the brand’s cheeky but memorable promise: ‘Quilton Loves Your Bum’.
The results were immediate. Quilton soared from number 4 to number 1 in market share. The success didn’t stop there.
On the back of proven performance, the campaign extended to Adelaide and Brisbane – with each new market following the same path from underdog to top dog. In every city, Quilton went from #4 to #1.
So when it was time to inform the nation of its newfound crown as Australia’s #1 toilet paper, there was only one audio partner considered: atn. From launch to national dominance, atn has been the sole radio partner across every single campaign.
Brand Market Share
of the radio buy was through atn
