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Promotional ideas and technique. Always radio, always positive.

The radio ad you can read

Thanks to @Ceraward from Newstalk, Ireland and @ukRAB for this nice spot that they’ve just RT’ed on Twitter.  An advertiser in Mexico City used the power of scrolling RDS to promote Gandhi Bookstores. Their strategy is to ‘get people to read’ – so why not utilise the time that people spend listening to the radio in the car while they’re stuck in a traffic jam to get people read and engage with the brand messaging. Now, as we know a scrolling RDS is not allowed in the UK with Ofcom regulation – however, it’s a clever and nifty use of radio advertising to a target audience.

Now a little hunt around the internet has highlighted at similar efforts by advertisers- but what I think really stands out with this multi platform creative is the targeted approach to their brand strategy that “invites people to read”.  It’s a short, sharp and direct message that during peak rush hour radio would catch drivers attention in the marketplace.

2 Comments

  1. Very interesting concept and a fantastic piece of innovation, surprised it hasnt been tried before in this way.. I do wonder however it would last until someone had an accident because they where being encouraged to read their RDS…

    But anyway its innovation like this that constantly moves radio forward, I assume your have heard of RadioDNS (RadioVIS etc), I think this is very likely under that system, not sure what the adoption rate is like for compatible FM / DAB systems in cars is like however..

  2. This is something thats been in practice for a number of years in Europe…

    I’ve seen it in Sweden & Denmark, and it was quite amusing, but also really useful as the usual song titles where scrolled along with breaking traffic news…

    Shame RDS is stifled over here…

    JaiB!