MediaWorks has launched a new marketing campaign for The Sound that puts the “best music ever made” front and centre of its creative.
Dynamic insertion technology has been utilised via QMS digital billboards and a ‘now playing’ message so consumers can see what is playing right now on The Sound.
The Sound Marketing Manager Lee Gilmour says: “Developing a live music campaign allows us to drive the true sentiment of live radio, reminding our listeners that The Sound is always playing their record collection wherever they are.”
Accompanying the activity is a new TV commercial for the brand, which went live on Monday and features Jimi Hendrix’s iconic Purple Haze.
“Purple Haze is a classic track that resonates with The Sound listeners and also speaks to our audience more effectively than any other messaging could.
“We know The Sound listeners don’t want to hear marketing chatter, they love the music we play and it speaks for itself. This is the perfect way to combine the key drivers for listenership in a simple, music-focused campaign.”
The campaign was developed in-house at MediaWorks.
Designer – Anton Herbet
Video Editor – Lana Byrne
Group Marketing Manager – Lee Gilmour
Marketing Coordinator – Jacquetta Hazlett