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

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