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BFM 89.9: Heart attack in many forms
Milan Agnihotri, Ben Chew and Gavin Goh, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012.
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012. The campaign's objective was to encourage listeners of BFM 89.9 to discuss their susceptibility with their doctors. BFM 89.9 had a tradition of changing the meaning of its station ID and acronym every quarter, and this was used to communicate warnings, such as 'Limp, Tingly Arms. LTA 89.9'. The idea was that subtly changing a familiar brand would surprise listeners into remembering to act. The cycled acronyms were broadcast at least twice every hour and were always followed by a longer warning about heart attacks. Check-ups on the risks of heart attacks increased 28%, awareness of the symptoms of a heart attack increased by 41.4% and BFM 89.9 improved its reputation as a trustworthy media source.
Radiostation Studio Brussels: Eternal Moonwalk
Cannes Creative Lions, Creative Effectiveness Lions, 2011
This case describes how Studio Brussels, a Belgian radio station, engaged its audience by using online and social media to pay tribute to Michael Jackson following the singer's death in June 2009.
This case describes how Studio Brussels, a Belgian radio station, engaged its audience by using online and social media to pay tribute to Michael Jackson following the singer's death in June 2009. The campaign centred around a branded platform - eternalmoonwalk.com - where people could upload their own version of the moonwalk, Jackson's most celebrated dance move. These were placed side-by-side, thus creating the impression of a never-ending moonwalk. The website address was first seeded on some blogs and social media sites and then announced live on air two days later. More than 15,000 films were uploaded to the microsite, which received nearly 4 million unique visitors, generating print and broadcast coverage in the international media. During this period, the market share of Studio Brussels increased from 8.6 to 10.4 and the reach of listeners increased by 7%.
Radio Broadcasting Stations (Global Industry Overview)
Gale Global Industry Overviews, 2011
This paper provides an overview of the global broadcast radio industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.
This paper provides an overview of the global broadcast radio industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries. It contains a list of further information sources and reading.
Capital FM: 2010 Summertime Ball
Direct Marketing Association - UK, Bronze award, 2010
The Capital FM radio station wanted to promote its 2010 Summertime Ball and attracting new listeners with the related buzz.
The Capital FM radio station wanted to promote its 2010 Summertime Ball and attracting new listeners with the related buzz. By utilising existing Facebook fans, a viral buzz was created for the Ball competition. Listeners were given the opportunity to win special tickets by recruiting other people to the campaign. This drove 33.64% increase in Facebook fans and a coverage of 150 countries.
San Mateo Community College/KCSM-FM: Sax and Bass and Double Roll
Direct Marketing Association - US, Silver, ECHO Awards, 2010
KCSM-FM had to increase donations to its all-jazz programming. The radio station launched a four-part direct mail campaign that prompted previous donors and other prospects to download a special KCSM playlist from Amazon, which would result in a donation.
KCSM-FM had to increase donations to its all-jazz programming. The radio station launched a four-part direct mail campaign that prompted previous donors and other prospects to download a special KCSM playlist from Amazon, which would result in a donation. Future mailings continued to promote the playlist and also promoted live online streaming. The mailings used postcards in the shape of various jazz instruments to deliver their message, with the final mailing offering a visor signed by the station's DJ as thanks for a donation. Response was strong, with 8% immediately trying out live streaming, and a quarter of those respondents made a donation.
How to save an iconic Australian radio station - Ask Richard (Branson)
The Communications Council, Gold, Australian Effie Awards, 2010
Iconic independent radio station FBi totally reinvented their fundrasing model in order to survive in the face of financial problems.
Iconic independent radio station FBi totally reinvented their fundrasing model in order to survive in the face of financial problems. Due to mounting debts and the GFC the Australian station had been financially struggling and needed over $500,000 to prevent a closure within three months. As only 2% of supporters donated to the station Naked Communications had to come up with a new fundraising model. Instead of asking passionate but cash-poor supporters for money FBi instead asked passionate supporters to collectively ask music-lover Richard Branson for cash. The 'Ask Richard' campaign helped to raise over $680,000 while running on a $0.00 budget.
Key 103 - The Sound of Money
Ian Mitchell, Marcus Leigh, Caroline Hart and Thomas Hill, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2009
This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sustained pressure from competitors.
This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sustained pressure from competitors. The strategy was to link the station's musical offering with its promotional activity by visually combining 'street' words for cash with the names of Key 103 playlist artists, where Kaiser Chiefs became Cashier Chiefs; Snow Patrol became Dough Patrol and so on. Various media were used in communications including on-air trails, online activity and phone-in competitions. The campaign delivered 110,000 competition calls over a 10-week period, increased total listening hours by over 20%, and generated payback of £4.28 per every £1 spent.
Radio 1 - Radio, remixed by you
Tim Millar, Account Planning Group - (UK), Bronze and Best Campaign from a Smaller Agency award, Creative Strategy Awards 2007
In 2005 the BBC's Radio 1 station had never advertised online before. But it was patently clear that it was the web that presented its biggest threat.
In 2005 the BBC's Radio 1 station had never advertised online before. But it was patently clear that it was the web that presented its biggest threat. As digital downloads and social networking were taking hold, Radio 1 found it increasingly hard to attract new 15–24-year-old listeners. This paper tells the story of how a deeper understanding of what lay behind these changing media habits helped Radio 1 go beyond a traditional advertising approach and recast its role in the lives of music lovers online. It explains how creative, media and behavioural insights combined with technical inventiveness to reintroduce a lost generation to Radio 1.
Canon EOS 350D Digital SLR Camera: It’s Playtime
Effie Worldwide, Gold, Global/Bronze, Consumer Electronics, Effie Awards 2007
Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon.
Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon. For that Canon had to change the mass market’s perception that SLR cameras are large, complicated and only for photo-buffs. The EOS 350D and cayenne’s ‘It’s Playtime’ campaign succeeded beyond expectations: Canon raised the appeal of digital SLR photography by 47%, grew its sales in the entry-segment by 135%, its market share by 9ppt – while Nikon’s share declined by 12 ppt.
KTRS: Missing Birds
Effie Worldwide, Silver, Media Idea, Effie Awards 2007
Using the outdoor medium in a novel way, the St. Louis Cardinal/KTRS campaign created a deafening buzz.
Using the outdoor medium in a novel way, the St. Louis Cardinal/KTRS campaign created a deafening buzz. After 52 years of broadcasting games on KMOX, the objective of the campaign was to communicate that the “Cardinals have moved to 550 KTRS.” To accomplish this, six pairs of sequential outdoor boards were secured throughout the city. The lead board was a Cardinals board and the following board was a KTRS board. The message evolved throughout the campaign to create one cohesive message between the two boards.
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