BiFi and RMS wanted to know: What is the impact of a brand-building radio spot - without any price discount or promotion? One result from the Bonsai test market NRW: sales of BiFi Roll increased by 16 per cent as a result of the campaign. The increase in sales was particularly high at petrol stations, the location of one of the tested spots. 

"For BiFi, the use of radio advertising was a success," comments Rachel Moffat, Marketing Manager at BiFi, on the case study. Beyond the sales figures on the different sales channels, Rachel Moffat says, "we were also able to gain insights into the effect of audio advertising with the Bonsai test market, which we can now transfer to future campaigns." 

The audio spots in North Rhine-Westphalia had a positive impact on all sales channels of the BiFi brand. In the Bonsai test market North Rhine-Westphalia, a significant increase in sales of BiFi snack core products (BiFi Classic, BiFi Roll, Carazza) in discounters, supermarkets, hypermarkets and petrol stations was observed. 

On behalf of RMS, Bonsai Research researched the success of the audio campaign - in particular the effect on sales in the various distribution channels. In the Bonsai test markets, advertising - in this case FM advertising for BiFi Rolls - can be played out on a controlled regional basis to test products and campaigns in real life. For comparison, a control area is defined so that regression analyses can be carried out. To analyse the advertising impact of BiFi's audio campaign, 90 sales channels were considered in the test area of North Rhine-Westphalia - including 12 hypermarkets, 18 supermarkets, 30 discounters and 30 petrol stations. The control group consisted of 90 sales channels with the same structure in the rest of Germany (excluding neighbouring federal states in order to avoid spillover effects from the test area).