WD-40 looks to highlight its cleaning use through Pravda radio campaign
A radio campaign to promote the different uses for WD-40 has been developed by Pravda.
Currently running from this week on TalkSport for an initial period of four weeks, the first advert ’44 years’ references the England team and the recent World Cup and will run for only a week as a result.
Two further adverts (all are available to listen to below) will follow on an equal rotation across the station’s schedule and will aim to educate the brand’s target audience about the cleaning applications and uses for the product which users may not have been aware of.
Neil Gow, senior brand manager for WD-40 explained to The Drum that recent research conducted by the brand found that the product’s use as a cleaning application was its least known use, behind lubrication, protection, penetration and displacing moisture.
The campaign will include an on-can competition which is promoted by the adverts.
“Basically the problem we have at WD-40 is that whilst we are probably one of the most recognised brands in the world and recent research suggests that we have near universal brand awareness (99%) people are just not using enough of the product mainly because they simply don’t know what it can be used for. Everyone associates it with lubricating or spraying on a squeaky door but there are so many uses for the product,” explained Gow.
He added; “Following research and segmentation that we have just carried out we gave the brief to Pravda which included the target audience of ‘White Van Man’ and ‘DIY Doers’ and basically the brief was how do we get these people using more of the product.”