The ABC has gone for a music gig-style marketing campaign to promote its relaunched Double J digital radio station, using posters and ambient executions in inner-city Sydney and Melbourne.
Created by Showtime Marketing, the two-week campaign used 400 posters in high-traffic areas, 1,000 traffic light buttons and 40,000 bar coasters and runners at a selection of live music venues. Meanwhile, 500 cafes were individually selected to display posters.
ABC project marketing manager Nicki Martin said: "Our priority was to launch the brand to a music-literate audience, and use the same platforms and media mix that a high-profile touring band or festival would employ."
Chris Campbell, director of Showtime Marketing, said: "As advocates of effective and memorable brand activations, we take the time to map out and match creatively relevant campaigns with sites that are suitable and highly visible to ensure we reach the right people, at the right time.
"One key factor in a successful campaign is to talk to consumers in a relevant environment with the right messaging. The sites were selected based on catchment zones that are close to the CBD, and precincts we know are frequented by the station’s supporters."
Credits
Director, Showtime Marketing: Chris Campbell
Project Marketing Manager, ABC: Nicki Martin
Campaign Manager, Showtime Marketing: Robert Wraight
Director, Piccolo PR: Sarah Cichy
