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TACTICAL AND MARKETING EXAMPLES
1
MIX106.5'S WHO'S ON ELLEN?
ROSSO & CLAIRE'S CAR CRUSHER
Objective: To improve Mix106.5's brand perception and increase station cume in target 30 - 44 females,whilst also increasing revenue.
Solution: Using the biggest show for the target at the time, we leveraged off the star power of their guests and asked our audience to "Tell us Who’s On Ellen" using the interview audio from their show.
If the listener guessed the celebrity correctly, they'd go into the draw to win a trip to see the Ellen Degeneres Show LIVE in Los Angeles.
THE EDGE SAFEHOUSE
Objective: Major Australian Insurance client, GIO, was looking for an engaging content idea to launch their new product, new for old lifetime vehicle replacement insurance.
Solution: An audio/visual breakfast campaign, we invited the audience to enter for their chance to replace their old car for new. The catch? You first had to crush your car to be eligible. There was no guarantee the finalist would win, fueling the emotion in this video!
Objective: To increase TSL for the radio station and create web traffic, social media reach and above the line earned PR.
Solution: We locked a radio show in a house somewhere in the country. Listeners needed to gather clues from radio and other Edge platforms and be the first to knock on the door and ask “is this is The Safe House?” to win.
If you couldn't physically get to the house, the first person to pin it on our online application also won when the house was found.
SAMI & YUMI'S $50,000 SECOND WEDDING
Objective: To create talk about The Sydney Bridal Expo while entertaining our 30-44 female target audience.
Solution: Using the emotion of our listeners story we took a traditional wedding giveaway and our chosen bride and her families story did the rest, with media and listeners buying into the storyline.
MIX106.5'S MIXPERIENCE
Objective: Create a survey tactic that aligns and highlights the core premise of the client; Red Balloon's product offering of 2 million experiences, as well as driving database acquisition.
Solution: We highlighted our client's product offering by creating money can’t buy experiences like seeing Rihanna Live in New Orleans side of stage and a mechanic that drove TSL.
Listeners were told to register online then listen for their name to be called out on radio to get on the standby list to win.