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Ideas and technique to help you promote and image radio

Kiss FM, Heat Radio, The Hits and Smash Hits go down under

Posted by on 13 February 2013

Aussie Haircare

The team at Bauer Radio are bringing a bit of Aussie sunshine to their listeners this February  with a promotion from Aussie Hair Care.

The promotional campaign across the three radio brands provided mass awareness with the target audience for the hair products. The campaign was delivered with a  mix of  advertorials/ creative commercials on Kiss FM and separate in show promotions on The Hits Radio, Heat Radio and Smash Hits Radio.

A cue to call mechanic was used (just call when you hear the Australian artist) and the listener was rewarded with a prize package including product and shopping vouchers -meaning the target audience could interact with the campaign simply and easily.

Take a listen to some of the on air audio below featuring Heat Radio’s Sarah Powell.

[audio:https://earshotcreative.com/wp-content/uploads/2013/02/11-2-13-1432-Comp-Round.mp3|titles=”Heat Radio Comp Round] [audio:https://earshotcreative.com/wp-content/uploads/2013/02/Aussie-Hair-Care-This-Week-Promo-Heat-Radio.mp3|titles=”Heat Radio Promo Trail] [audio:https://earshotcreative.com/wp-content/uploads/2013/02/11-2-13-1354-Live-Read-Comp.mp3|titles=”Heat Radio Live Read”]

 

So why does this work?

  1. It’s simple – not over complicated, easy to understand and enter
  2. It communicates the product using music (eg. Oz artists) that relates to the listeners
  3. Each station has a different treatment to relate to its target audience
  4. The attention to detail – use of Australian V/O in the trail
  5. A little bit of sunshine on a rainy day is always a good thing.

Have you produced or ran any great radio S&P recently – please feel free to share and we’ll post up on the blog. Send details to jonathan@earshotcreative.com