Bureau, New Delhi
Called 'Radio to Road', the offering enables an advertiser to create a campaign that reaches motorists in their cars on two major platforms, simultaneously: radio and billboards.
As the radio promo starts to play, it triggers the same campaign creative to roll out on digital billboards across the region in which the station broadcasts. The first campaign rolled out with Mini through its agency, Vizeum, from Monday, 20 November in Gauteng and Cape Town.
"We know that our stations 702 and947 in Gauteng, and Kfm 94.5 andCapeTalk in the Western Cape, have very high incidences of in-car listening in the regions we broadcast to," says Primedia Broadcasting CCO Mark Jakins.
"So, our listeners are actively tuning in when they drive, and this is an opportunity to directly amplify an advertiser's message with audio and visual reinforcement in the same moment - a great innovation by the tea," he adds.
Peter Lindstrom, Primedia Outdoor sales and marketing executive, says, "Synchronising radio spots with digital slots on our urban digital network, which boasts unique monthly audiences of more than one million, not only ensures complete audio-visual dominance but also introduces a dynamic aspect to campaigns, which maximises impact."
"In our ongoing quest to innovate and strengthen the relationship between media owners and our clients, I am very excited to test this first-to-market marriage of radio and digital OOH," adds Kelvin Storey, MD of Vizeum.
"On our journey to continuously be relevant and fit into the already crowded, business schedule of our consumers, we are proud to launch MINI communications via radio and digital OOH in a real-time, simultaneous message," Storey adds.
"The world around us is grasping the concept of digital, and the role, thereof, so it's not just about being mindful of digital channels, but of being mindful of digital intertwined within the traditional space. Vizeum is always seeking to digitise the traditional world, and we are happy to be pioneering this partnership between two great brands," he says.
"What's really exciting about this is that it marks the first of what we hope will be many cross-divisional campaigns, which broadens our reach and impact for clients across cinemas, malls, online, and our many other platforms within the Primedia Group," Jakins adds.