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Absolute Radio refreshes Faces For Radio campaign

Roadside and in-car audiences become target audience for Absolute Radio in its next stage of their long running outdoor advertising campaign which launched in March 2010 (and refreshed in March 2011).

The team at national radio station, Absolute Radio have launched the next stage of its ‘Faces For Radio’ campaign for 2012 with the addition of a live “now playing” feed on digital outdoor creative. A media first which uses live RSS feeds to indicate the artist that is currently playing live on Absolute Radio giving consumers an immediate and interactive taste of the Absolute Radio playlist.

A new slogan has been brought into the design – which takes the campaign onto the next stage from the seven day breakfast mantra into ‘Presenting for your curiosity – The Faces For Radio’ to help resonate with the stations reluctant adult audience. The outdoor digital creative use live RSS feeds to show the artist that is currently playing live on Absolute Radio in a bid to raise brand awareness and encourage trial.

The new ‘Faces For Radio’ ads, photographed by Gary Salter for Albion London, feature the breakfast DJs Christian O’Connell, Frank Skinner and Dave Gorman behind bars, with ‘Rock ‘N’ Roll Football’ host Ian Wright as a circus ringmaster. This is the first time that Ian Wright has been used in the Faces for Radio creative – he’s more commonly known for appearing in bespoke football content creative alongside his football stablemates Jim Proudfoot and Russ Williams.

The new ‘Faces for Radio’ campaign with the Now Playing RSS feed will commence on 1st February 2012 which includes 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, so make sure you look out for them! Currently Absolute Radio London (Digital/AM/FM/Extra-London) reaches 771,000 adults weekly which is 6.9% reach of its TSA.

Clare Baker, marketing director at Absolute Radio, said:

“The ‘now playing’ feature is designed to demonstrate the station’s 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.”

As well as outdoor advertising – Absolute Radio will run a digital element of the campaign from 13th Feb to drive online/mobile audiences. This will include MPUs on third-party sites which feature “now playing” information, paid search, a homepage takeover on its own website, and banners across its mobile app network.