TUNE IN AND BE MOVED by Johannes Leonardo for WNYC PUBLIC RADIO

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TUNE IN AND BE MOVED

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Johannes Leonardo
Executive Creative Director Jan Jacobs
Copywriter Sara Shelton
Designer Katie Potochney
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: WNYC PUBLIC RADIO
Product/Service: WQRX RADIO STATION
Agency: JOHANNES LEONARDO
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: JOHANNES LEONARDO, New York, USA
Executive Creative Director: Jan Jacobs (Leo Premutico)
Agency Producer: Matthew Mattingly (Johannes Leonardo)
Account Director: Matt Ahumada (Johannes Leonardo)
Copywriter: Sara Shelton (Johannes Leonardo)
Designer: Katie Potochney (Johannes Leonardo)
Media placement: Online Rich Media Banner - New York Times.com - 09 October 2009

Results and Effectiveness
3x industry average for banner engagement. The campaign successfully migrated over 91% of current listeners and grew the audience by 21%, resulting in the #1 ranked weekly audience among all US public radio stations.

Creative Execution
Our customised interactive banners let readers select a classical music piece to match the content of an article they were reading. By enhancing each reader's experience, we showcased the value that classical music can add to our day-to-day lives and allowed the brand to own the entire page for the price of a traditional banner.

Insights, Strategy & the Idea
Move current listeners from one radio frequency to a new one, and demonstrate the relevancy of classical music to a more mainstream audience.