Roadblocks, ATMs – Radio One eyes a series of firsts in innovation

Roadblocks, ATMs – Radio One eyes a series of firsts in innovation

Author | Robin Thomas and Khushboo Tanna | Tuesday, Jun 01,2010 8:22 AM

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Roadblocks, ATMs – Radio One eyes a series of firsts in innovation

Radio One has been witnessing some busy times. The FM player’s Delhi station recently undertook an advertising roadblock for real estate brand Crossing Republik. This apart, Radio One has just launched a first of its kind SMS service under the SMS VAS umbrella brand of ‘Any Time Music - ATM’ in Mumbai.

The objective of this roadblock for Crossing Republik was to get the maximum share of listenership for a singular brand, wherein no other brand was advertised on the radio station. The roadblock targeted Delhi and NCR and the activity lasted for 15 hours.

The creatives for this roadblock were done by Creative Thinks Media, an innovative agency specialising in radio advertising.

As part of the activity, the programming clock of the radio station was changed and it was ensured that the jingles and spots of the brand gelled with the music and ‘stationality’ of Radio One. In order to break the monotony of the brand message, eight different kinds of spots/ jingles were aired.

Breaking through the clutter

Ritesh Malik of Creative Thinks Media explained, “The roadblock was the first of its kind on any radio station nationally for a real estate brand. It was unique in a way since it consisted of eight commercial spots giving variation to the client’s communication. Also, the normal duration for a commercial break on the channel was changed and the clocks were made flexible so that the listener didn’t feel that he/she was missing out on the main ingredient, that is, music. The spots were aired in between the songs, rather than only playing in the regular ad breaks.”

Rajeev Bhandari, Vice President - National Business and Station Head, Radio One, added here, “Roadblock is an innovative way to break through the clutter in advertising by taking the entire inventory of the radio station for a day, wherein the brand message is delivered through multiple creatives. Innovation is a key driver to radio advertising, and roadblock is a value for money innovation.”

On why Radio One was chosen for this activity, Malik explained, “We chose only Radio One since it matched the TG that we wanted to cater to – a mix of mature audience, female audience and as well as youngsters. Radio One fulfilled all this and that too in the most cost effective manner. Depending on their interest levels, listeners keep shifting to different channels. Hence, the frequency of the client’s communication was important to increase the probability of the listener hearing the message.”

What media agencies say

According to R Venkata Subramanian, VP, Lintas Media Group, “Radio advertising has certainly evolved over the years. I believe, radio is the best medium to use for a brand, whether it is through advertising roadblocks or any other innovation for a particular city. This is the right medium, it is cost effective and being a local medium, it does create a lot of hype.”

Taking a different view, Kunal Jamuar, GM, Madison Media, observed, “Be it radio or television, advertising roadblocks work more in the minds of media agencies than in the minds of the consumers. I believe, advertising roadblocks drive frequencies rather than reach. Radio advertising has evolved over the years and marketers are finding new ways to use the medium more effectively, however, there is still a long way to go.”

Now, a music ATM

Apart from the roadblock, Radio One has been busy launching a first of its kind SMS service under the SMS VAS umbrella, called ‘Any Time Music - ATM’. This service has been launched in Mumbai first, and based on the quality and quantity of listener response, it will be rolled out in other metros.

The first ATM service is called Song Gyaan, where a listener can SMS ‘song’ to 53650 and get instant information about which song is currently playing on the Radio One station, along with details of the music composer and the singer.

Bavesh Janavlekar, Station Head, Mumbai, said, “Though all our MJays (music jocks) announce this information while playing the songs, it is possible that a listener tunes in between a song and has missed it, so a simple SMS will help him know which song is on air, who composed it and who sang it.”

The second ATM service is called ‘Song Choice’. When a listener is listening to a song that he likes, he can SMS ‘My Song’ to 53650 and get a choice of songs that he can register as ‘his song’. In future, whenever that song is going to be played on the station, the listener will get an alert a few minutes in advance so that he can tune in and listen to his song. The listener can also dedicate the song by forwarding the SMS to friends and asking them to catch the song on air.

Shyju Varkey, National Marketing Head, Radio One, commented, “Radio One’s ‘maximum music’ proposition is being strengthened by the launch of ATMs using mobiles and the digital space. Our listeners tune in to our station primarily for the quantity and quality of music. Our research shows that they tune in to all other stations for ‘generic reasons’. We will continue to deliver innovative ideas that will attract the consumer.”

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