LIVING ROOM CONCERTS by Jung Von Matt/Limmat Zurich for SR DRS

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LIVING ROOM CONCERTS

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Tom Seinige
Art Director Patrick Beeli, Claude Eberhard, Bruno Manser
Copywriter Samuel Christ
Account Supervisor Martin Samsel
Released October 2009

Credits & Description

Category: Publications & Media
Advertiser: SR DRS
Product/Service: RADIO STATION
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Entry URL: http://cannes.jvm-cases.ch/digitalradio/
Executive Creative Director: Alexander Jaggy (Jung von Matt / Limmat)
Creative Director: Tom Seinige (Jung von Matt / Limmat)
Copywriter: Samuel Christ (Jung von Matt / Limmat)
Art Director: Patrick Beeli (Jung von Matt / Limmat)
Agency Producer: Ilonka Galliard (Jung von Matt / Limmat)
Account Supervisor: Martin Samsel (Jung von Matt / Limmat)
Account Manager: Claudia Camenisch (Jung von Matt / Limmat)
Art Director: Claude Eberhard (Jung von Matt / Limmat)
Art Director: Bruno Manser (Jung von Matt / Limmat)
Account Manager: Matthias Adolf (Jung von Matt / Limmat)
Account Manager: David Lüscher (Jung von Matt / Limmat)
Tecnical Supervisor: Notarmon Buchli (Jung von Matt / Limmat)
Media placement: TV Campaign - SF1, SF2, TSR1, TSR2, TSI La1, TSI La2 - 16.10.2009

Describe the objective of the promotion.
Digital radio has still got little credibility among the younger target audience and has still not really established itself. This is what we wanted to change.

Describe how the promotion developed from concept to implementation
In Phase 1, a competition with Swiss music giants and chartbusters Ritschi, Seven and Aloan was launched. Three exclusive living room concerts were raffled. The competition was advertised with TV trailers, posters, POS activities, with social media and a landing page. In Phase 2, the living room concerts were widely advertised. Measures included advertisements, banners and mentions in event calendars. In this way, the musicians mobilised their fans as well as in their facebook and twitter social networks. In Phase 3, three gigs provided the climax of the promotion, and all three concerts could be watched as videos on the Internet.

Describe the success of the promotion with both client and consumer including some quantifiable results
30,000 viewers listened to the concerts live on digitalradio.ch. The pre-announced digital radio sales target of 245,000 was already exceeded by 176% at the end of 2009. In addition, the country’s leading media, such as Swiss Television or the Blick were giving the campaign extensive coverage.

Explain why the method of promotion was most relevant to the product or service
Digital radio sounds as if it is live. By bringing living room concerts to people at home live on radio, we demonstrated how first class sound quality can be effective and inspiring. With this promotion we succeeded in winning over a younger target audience for our product and the Swiss musical stars gave the promotion extra momentum.