Absolute Radio is rolling out a major integrated campaign using live data on what’s being played on the station, part of its ongoing Faces For Radio activity.
It will feature online activity, as well as offline at roadside digital spots and aims to build on its core music message by showing people exactly what is playing at that moment.
Clare Baker, Absolute Radio’s marketing director, said, “The ‘Now Playing’ feature is designed to demonstrate the stations core music proposition and is in line with our dynamic digital credentials. We are targeting the roadside and in-car audience, tempting them to trial the station immediately.”
A major online component will also aim to drive people to listen online with ads featuring across the Absolute homepage as well as on third-party websites.
The campaign will feature across JCDecaux, Clear Channel and Primesight locations, booked by MEC and Kinetic, with creative by ad agency Albion.
Earlier this month, Absolute announced it was expanding to connected TV’s in a deal with Samsung (nma.co.uk 4 January 2012).