People listening to Global radio stations can order Berocca tablets by talking to their Amazon device during a radio ad break
Vitamin tablet brand Berocca has launched “actionable audio ads” for its Berocca Boost variant, which allow digital radio listeners to interact with them and buy the product via an Amazon Echo smart speaker.
People listening to Global radio stations can use voice commands to ask for more information about the product and ask Alexa, the Amazon voice assistant, to order it directly.
Different versions of the ad will begin running during Global radio ad breaks, such as on Capital or Heart, and are variable by time of day, day of the week and weather.
Brand owner Bayer Consumer Health said the campaign is an industry first and that it is the first FMCG company to use “actionable audio ads” in this way.