B-Rock's 'Geek to God'

Station: B-Rock Campaign Type: Promotion Promotion Timeframe: 4 weeks Target Market: 25 – 39 yrs, 40 – 54 yrs

Background/Brief

B-Rock wanted to provide a fresh and compelling reason for clients to advertise during the quiet winter period within the Bathurst market; to encourage new clients to advertise on their station and to existing clients to extend their radio campaigns.

Campaign Objectives

  • Generate additional revenue for Bathurst Broadcasters

  • Provide local clients with additional exposure of their business, and products or services offered.

  • Demonstrate Bathurst Broadcasters’ ability to utilize multimedia avenues as support for radio content.

Insights and Solution

Through a combination of on-air interviews and content, social media and website support, and YouTube vlogs, clients were exposed to a new form of radio advertising and promotion. The thought of being part of a new type of promotion to Bathurst, as well as the opportunity to be cheeky and playful in turning a geek into a god, enticed clients to jump on board. This promotion also added value to a spot schedule for regular clients looking to advance their advertising methods. "Geek to God" provided businesses with an opportunity to advertise their products and services on a variety of platforms. 

Results

  • "Geek to God" generated $8,000 in additional revenue for Bathurst Broadcasters over the four week promotional period

  • A number of non-contract clients continued to advertise on radio as a result. One client who was an inconsistent advertiser took out a four month spot schedule contract, as well as sponsorship of a 3 month competition totalling $3,250.

  • "Geek to God" promotional material reached over 15,000 people on social media during the campaign period, and generated great on air content loved by on-air talent and listeners.

  • Interaction from listeners was heighted during the "Geek to God" promotion with B-Rock listeners enquiring about Dom’s progress and anticipating the next vlog or on-air interview.

  • The professional and exceptional execution of Geek to God led Bathurst Broadcasters to employ a promotions coordinator to continue creating both sales and station promotions to a high standard.

     

     

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“This multimedia promotion has opened new doors for Bathurst Broadcasters, clients and listeners, with many involved clients extending their contracts past the promotional period.”


Phil Cole, General Manager, Bathurst Broadcasters
Content

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