A media campaign for talkRADIO will launch on the same day as the station – March 21st – and include an experimental live phone in a shopping centre.
The phone stunt, on March 24th, will be connected to the studio along with a video link for the presenters, allowing shoppers to have their say on-air.
And the adverts, devised by Mindshare, and executed by brand communications agency Lionhouse Creative, will include real time adaptive topics depending on the topics of the day. Mindshare’s social listening team will work alongside talkRADIO’s editorial team to identify which news stories are likely to trend on the day using two social listening tools, Spike & Mashable Velocity. As these stories are then discussed on air, opinions from the presenters will appear as headlines on large digital OOH sites across London from the day of launch, reaching up to 3.1m people.
These DOOH sites will be updated in real time throughout the day and as different presenters take to air, with the words in the speech bubble changing according to opinion, and the strapline also switching to reflect discussion around different stories.
A similar mechanic will appear in a series of ads in Metro’s Talk section over a period of two weeks, with copy changing daily, echoing the DOOH creative and keeping as topical as possible.
Social media activity will include a ‘tweet to complete’ campaign, inviting the public to tweet their opinion to a particular headline with selected tweets turned into graphics that echo the overarching campaign creative.
Howard Bareham, Commercial Development Director at the Wireless Group, owner of talkRADIO, commented: “Personality is at the heart of talkRADIO, so it’s only right that it should be launched via a campaign that is both opinionated and engaging. Consumers will really get a flavour of talkRADIO from this campaign, as it puts our presenters’ views on major topics at the forefront, live as they happen.”
Mark Baschnonga, Strategy Director at Mindshare added: “Our campaign aims to punctuate the world of beige comments with the vibrant opinion of talkRADIO’s presenters as it happens live on air. We want the talkRADIO speech bubble logo to become synonymous with witty, intelligent and funny opinion on the stories that matter. We are using a real time media approach to encourage the public to tune in and join the conversation as it happens and it’s a great example of how adaptive creative powered by social insights can help our clients engage their target audiences.”
talkRADIO launches on the 21st March and the weekday line-up includes Paul Ross, Sam Delaney, Julia Hartley-Brewer, Iain Lee and George Galloway, along with Eamonn Holmes, Martin Roberts and Penny Smith at weekends.