Absolute Radio runs outdoor ads for Euro 2012

Throughout the Euro’s – Absolute Radio will be running daily commentary of the tournament hosted by its flagship football talent including Ian Wright as part of a six-figure commentary deal .. to promote the campaign they will be running a series of outdoor adverts across London. Making a splash – the creative shows Wright crowd surfing on a group of England fans.The new creative, delivered by marketing agency Albion, see’s Ian Wright, equipped with retro England shirt, Absolute Radio microphone and headphones, crowd surfing on a group of hopeful England fans. The text on all digital sites, with the exception of bus-sides, will change each week to encourage fans to tune into the next featured England or Republic of Ireland game on 105.8FM.

Under the terms of the deal, Absolute Radio will have the rights to broadcast live commentary from all the England and Republic of Ireland’s Euro 2012 group stage matches, as well as two quarter-finals, one semi-final and the final.

To promote the games – the station will run a series of digital outdoor ads across London. The digital copy will change as the tournament progresses to encourage fans to tune into the next featured England or Republic of Ireland game on 105.8FM. The campaign will only run in London with specific emphasis on roadside and special outdoor sites including Cromwell Road and the M4 Torch.

It seems that football is becoming a bigger part of Absolute Radio than ever before as Clare Baker, marketing director for Absolute Radio, says

“This marketing campaign signals our intention to drive the Rock ‘N’ Roll Football brand into the Euros and beyond.The imagery mirrors the spirit of the Ian Wright Rock ‘N’ Roll Football show as Wrighty will have his say and tell it like it is, drawing upon all of his experience from the major tournaments and brushes with the England squad throughout his career. There will be ‘no holds barred’ and ‘no sitting on the fence allowed’ as Wrighty is joined from 5pm every day throughout the Euro 2012 tournament by his regular Saturday co-presenter, comedian Ian Stone.”

talkSPORT and BBC Radio 5 Live will also be broadcasting the games (they will broadcast all games) – however, the addition of Absolute Radio utilising its ‘Rock and Roll Football’ brand – ie. music and goals, hopes to bridge the gap between hardcore commentary and mainstream programming. The Euro 2012 tournament will mark the first time it has broadcast commentary on both frequencies.