Absolute Radio Launch its Largest Ever Marketing Campaign Targeting London & South East
Absolute Radio is rolling out a brand new creative in 2012 for its highly successful ‘Faces for Radio’ campaign. The initiative primarily targets in-car and roadside audiences and sees the station’s largest ever investment since launch. The campaign also includes a radio media first with a dynamic ‘Now Playing’ live feed on digital outdoor sites. This feature, developed in conjunction with ‘JCDecaux’ and ‘Clear Channel’ uses live RSS feeds to indicate the artist that is currently playing live on Absolute Radio giving the consumer of the marketing a high impact, immediate and interactive taste of the brands core music proposition.
The new ‘Faces for Radio’ creative, designed by Absolute Radio’s retained marketing agency Albion London, showcases the station’s flagship DJ’s: Christian O’Connell, Frank Skinner and Dave Gorman as well as featuring Rock ‘N’ Roll Football host Ian Wright and Hometime Show’s Geoff Lloyd.
Refreshed from the first ‘Face for Radio’ creative , this campaign is designed to further raise brand awareness, encourage trial and intrigue with the positioning line “Presenting for your curiosity - The Faces For Radio”. The design depicts Arsenal and England legend Ian Wright as the ‘Faces For Radio’ host, presenting his fellow station DJs contained behind bars with imagery shot by highly acclaimed photographer Gary Salter.
“The ‘Now Playing’ feature is designed to demonstrate the stations core music proposition and is in line with our dynamic digital credentials. For this campaign we are targeting the roadside and in-car audience tempting them to trial the station immediately” said Clare Baker, Absolute Radio’s Marketing Director.”
During 2011 the last ‘Faces for Radio’ campaign helped drive the brand to a ten year record audience high according to RAJAR. ‘Faces for Radio’ will commence on 6th February 2012 with a digital launch on 13th February encompassing outdoor, digital media and print media – with a combination of digital, backlit and scrolling 48 and 6 sheets specifically focussing in central and greater London and the station’s broadcast reach of its 105.8 FM frequency.
There will be a homepage takeover at
www.absoluteradio.co.uk and banners will be universally used across the ‘Absolute Radio Mobile App Network’ which includes the recently launched and free to download 6th generation Absolute Radio player apps.
The digital MPU will run across a number of 3rd party sites featuring the ‘Faces for Radio’ creative with the ‘Now Playing’ RSS feed. Plans also include digital paid search for all of the ‘Faces for Radio’ talent.
The campaign was planned and booked with JCDecaux, Clear Channel and Primesight by MEC and Kinetic, with creative by Albion.
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