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Advertising creative: Attracting drivers is the goal for radio station’s campaign

Absolute Radio digital billboard

Car drivers are a prime market for radio stations, yet promoting the medium at the roadside faces an inherent difficulty: it’s one of the few places where  digital out-of-home technology can’t provide audio.

British station Absolute Radio and its agency Albion London, working with media owners JCDecaux and Clear Channel Outdoor, have come up with an answer to that challenge. They still can’t play songs on the digital billboards that Absolute is using in its new Faces for Radio campaign, but they can give their audiences the next best thing – a live RSS feed listing the music that the station is playing at any given moment.

It’s hoped this will encourage drivers to tune in immediately and catch a favourite track. Said the station’s marketing director Clare Baker: “The Now Playing feature is designed to demonstrate the station’s core music proposition and is in line with our dynamic digital credentials. For this campaign we are targeting the roadside and in-car audience, tempting them to trial the station immediately.”

The campaign, featuring the station’s top DJs and hosts, follows a similar promotion last year that also used the Faces for Radio theme, although without the Now Playing feature. It helped take Absolute to its highest audience figures for ten years.

The new campaign is running on a mixture of digital and non-digital sites across London, owned by Clear Channel, JCDecaux and Primesight. It was planned and booked by MEC and Kinetic. The digital element goes live next week.

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