Turning the Worst into the Best for Targeted Success

One of the most common issues faced by menopausal women is sleep disturbances. In a targeted TV commercial airing exclusively during nighttime, RFSU provides the target audience with a solution when it's needed the most.
According to research, nearly half (47%) of all women experience disrupted sleep during menopause, and viewership data indicates that the age group is overrepresented in spending sleepless nights in front of the TV.

With that as a startingpoint, RFSU created a targeted TV commercial, where the viewers are offered an exclusive nighttime discount on RFSU's new menopause product line.
“Our range includes seven different products designed to alleviate menopausal symptoms in various ways. With the “Dream Deal”, we have not only found a way to speak directly to the target audience but can also match the offer with a discount to assist women in managing the challenges that menopause can bring, lowering the threshold for a good night's sleep," says Anette Otterström, Communication & Brand Manager at RFSU AB.

"This is our response to the eternal debate in the advertising industry about tailoring ads for the target audience. Sometimes, it's as simple as investing in discounted ad slots during the worst airtime instead of shooting in the dark with generic advertising messages," says Isak Landaboure Lengholm, CD at Valtech Radon