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The new RadioPlayer campaign

This week sees the launch of a new extensive multi-platform campaign to promote Radioplayer to a wider audience encompassing radio ads, Google Admob banners, Facebook ads, Twitter, online and digital outdoor display.

The activity launches this week on radio and develops through to a digital and outdoor marketing campaign across April and May. Earshot Creative takes a look into this exciting new campaign:

 

Radio

The three week radio activity is centered around four radio creatives which showcase the benefits and drives awareness of Radioplayer as the platform for listening to UK radio on PCs, and discovering UK Radio on smartphones. The radio ads are running across the Absolute Radio network, Real Radio network and various Global Radio stations.Additionally, many community and student radio stations that are part of the Radioplayer selection of stations are also given the opportunity to run the ads on their station on a voluntary basis.

The adverts utilise the voice of the wider “D Love” campaign, because D Love is becoming the industry ambassador for digital radio, Radioplayer will benefit from an association with the heavier DRUK campaign on BBC TV, radio and online. As well as cost efficiencies from a production point of view, working more collaboratively with DRUK in this way will mean we benefit from other added value, with specific Radioplayer mentions in DRUK marketing activity across the rest of the year.

Music comes from On the Sly and Warner Chappell Music.

Take a listen to the audio ads:

[audio:https://earshotcreative.com/wp-content/uploads/2013/03/1-Desktop-Smartphone.mp3|titles=”Desktop Smartphone”] [audio:https://earshotcreative.com/wp-content/uploads/2013/03/2-Easy-To-Use.mp3|titles=”Easy to Use”] [audio:https://earshotcreative.com/wp-content/uploads/2013/03/3-Digital-Radio-Smartphone.mp3|titles=”Digital Radio on your Smartphone”] [audio:https://earshotcreative.com/wp-content/uploads/2013/03/2-Easy-Workplace.mp3|titles=”Easy Workplace”]

 

Absolute Radio will also be running MPU and banner display on their network of station websites.

 

Mobile and Digital Campaign

The next 12 weeks will see a campaign being executed on digital and mobile platforms, with the aim being to drive downloads of iOS and Android Radioplayer apps, and raise awareness of Radioplayer as a means of discovering UK Radio on smartphones.

Radioplayer will use Google AdMob networks plus paid for ad promoted ad/Tweets on Facebook and Twitter mobile only platforms to encourage downloads. Radioplayer see mobile and digital as an effective way to reach people while they are on their smartphones and therefore only one click away from a download. Radioplayer ran a small test campaign pre-Christmas on Facebook and Google mobile platforms. All activity performed impressively, helping to boost downloads and drive Radioplayer into the app store top 10. This will be the first time that Radioplayer have decided to extend the campaign and add Twitter into the mix.

The mobile and digital campaigns won’t be using D Love due to the smaller image sizes and therefore will focus on just Radioplayer branding.

The Twitter activity will be a range of sponsored tweets appearing in users feeds asking “Love Radio?” “Love Music” to try and engage more users.

Mobile Ad 3 Mobile Ad 2 Mobile Ad 1

Facebook Ad 2Facebook Ad 1Screen Shot 2013-03-13 at 20.40.35Screen Shot 2013-03-13 at 20.40.44 Screen Shot 2013-03-13 at 20.40.49

What else is happening?

Radiplayer are also running digital outdoor creative at key sites across the UK. Site location and creative to be confirmed. PR activity will also play a part in this campaign over the next 12 months.

This is the creative for the railway station video screens:

Why is this important?

It is now more valid than ever to keep the momentum of digital radio listening in the UK. Online listening reaches 51 million hours per week, which is up 43% year on year and mobile listening up by 28% (RAJAR). It is hoped that this advertising activity will help drive use and awareness of Radioplayer, with particular focus on smartphone and mobile users. This is the last major cross industry push for Radioplayer since March 2011.

 

 

Jonathan Jacob is a S&P Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30 and produces the annual Student Radio Awards. Views are personal.
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