BAUER MEDIA INCREASED AWARENESS AND CONSIDERATION BENSONS FOR BEDS WITH MAGIC RADIO BAUER MEDIA INCREASED AWARENESS AND CONSIDERATION

BENSONS FOR BEDS THE CHALLENGE THE INSIGHT THE IDEA Bensons needed to build their brand, shifting perception of them from a price focused retailer to experts in Sleep Wellness. They gave us three challenges: -To drive awareness of the rebranding of their instore technology ‘sleepPRO’ and increase trial -To drive overall consideration for the brand -To drive reappraisal and shift perception away from a price focused retailer and towards expertise THE INSIGHT Insight showed us two things: first that on average, partnerships achieve 23% more considerations than airtime alone. Second, that Magic listeners were 17% more likely than the national average and 9% more likely than Heart listeners to purchase a bed from Bensons. We therefore knew an integrated branded content approach with Magic could deliver against Bensons objectives and ultimately drive a strong brand uplift. THE IDEA Bensons owned sleep time by bookending the day as the official partners of Magic’s Breakfast and Evening shows. We put Benson’s messaging as experts of sleep wellness at the centre of the campaign. Using a vast number of credits, trails, reads, activations, digital, social and editorial integration, we used promotional spikes and talent-led story arcs to drive awareness of SleepPRO and to shift perception. Bensons were Magic’s Mission Christmas sponsor for 2018, driving listeners in store to donate gifts to children in poverty, increasing footfall and brand perception. We also took Bensons on tour with Ronan and Harriet as they broadcast from cities across the UK

RESULTS £15.8M 776K SOCIAL IMPRESSIONS 22% 10K 46,000 RAISED FOR CASH FOR KIDS MISSION CHRISTMAS 776K SOCIAL IMPRESSIONS  22% OF UK ADULTS REACHED 10K HOMEPAGE TAKEOVER CLICKS 46,000 COMPETITION PAGE VIEWS

BAUER IMPACT & INFLUENCE IMPROVED CONSIDERATION INCREASED AWARENESS IMPROVED CONSIDERATION CHANGED PERCEPTION Awareness of sleepPRO technology now at 62% (vs. 24% unexposed) . The client saw a 68% increase in consideration for Bensons, vitally closing the gap on Dreams Respondents saw Bensons for Beds as providing an expert service, and brand affinity was higher amongst the exposed group at 55% (vs. 36% unexposed)