The Problem

As the biggest pet food store in the Illawarra, Pet Food Kingdom is well worth the drive for people in the Illawarra, regardless of where potential customers live. The challenge was Pet Food Kingdom’s main customer base was largely from locals in the immediate Figtree area.

Pet Food Kingdom needed to find a way to communicate to the broader Illawarra market of shoppers that they are the biggest, and the savings are worth the drive regardless of where you live.

i98FM was the perfect way to do this.

The Plan

In consultation with i98FM, Pet Food Kingdom prepared a major weekend sale – designed to promote Pet Kingdom as THE BIGGEST in the Illawarra, and, to drive a whole new base of customers into their store.  i98FM’s creative department created Polly Parrot, a squawking character that featured in the Pet Food Kingdom commercial.

For 3 days leading up to the weekend sale, Polly Parrot squawked across the i98FM airwaves announcing their 20% off sale in a solid advertising schedule.

The Performance

The weekend sale was a massive success generating a 50% increase above their normal trade across all product lines! New customers came from all areas of the Illawarra and Pet Food Kingdom reports an increase in ongoing turnover ever since the sale ended.



The Problem

DBT Agencies were seeking new methods of reaching potential business opportunities within the Illawarra. Having recently experienced disappointing results from a previous radio medium campaign, DBT Agencies were reluctant to meet with i98FM due to their lack of belief in radio as a medium to reach their potential customers.

The Plan

After several professional meetings with i98FM senior account executive Michelle Moores, she was able to uncover the primary objectives and new creative message was designed working along side our script writing team. This message was targeted directly at its intended customer to maximise its impact and reduce time wasters through the design of an optimum effective scheduling plan where the commercials are scheduled at key listening times.

This was achieved by using AC Neilsen data.

The Performance

The campaign was highly successful and on the days the commercial aired DBT Agencies received between 4- 6 phone calls a day which were then able to be converted into business opportunities

We offer our most sincere thanks for your professional skill in constructing the campaign and also for your continued concern on a virtually weekly basis, making contact with us to make sure the campaign was ‘on track’ and producing the desired results” – David Tually Managing Director DBT Agencies