Germany - Marketing - History
30.11.2015
ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.
Campaigns
December 2015
The editorial team of www.digitalradio.de will present on the homepage again from 1 to 24 December a virtual Advent calendar. Everyday, a little door behind the Digital Radio logo will open to reveal the raffle. For 24 days, digital radios will be raffled.
19.08.2015
ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.
05.02.2015
The ‘Digitalradio Deutschland’ initiative was created to enable broadcasters and network operators to co-ordinate efforts across all media and with the radio receiver industry and there have been several major on-air marketing campaigns throughout 2013 and 2014, as well as video-clips on screens in train and underground stations and in shopping malls.
The parties involved in the initiative are the commercial broadcasters on the national multiplex (represented by DRD GmbH), the ARD group, Deutschlandradio and the network operator Media Broadcast. B2B activities include attendance at B2B events and trade shows as well as retailer in-house training. B2C activities include on-air, online and off-air promotions and attendance at trade shows such as IFA and IAA. Further information is also provided through www.digitalradio.de.
Five working groups were created to guide all areas of digital radio development and roll out to include receiver/devices, data and traffic services, networks and marketing. The marketing strategy aims to create a consistent appearance and messaging across the industry and a marketing tool-box has been developed with this aim in mind. Many stores are now equipped with in-house coverage solutions.
Marketing Campaigns in 2014:
All campaigns are cooperations between ARD, Deutschlandradio, Media-Broadcast and the national commercial radio stations (DRD), and are operated by the ARD project office digital radio.
end of January
Campaign to introduce the improved coverage of the DAB+ networks in Eastern Germany (saxony, thuringia, saxony-anhalt), local ARD-Stations (MDR) with onAir promotion.
February 10th – 23rd
SWR3 (covering Rhineland-Palantine and Baden-Wurttemberg) with a big Major Promotion, including a raffle for more than 50 high class devices and a tablet (both from TechniSat) introducing the tablet with an App as the second screen to the digital radio. Slideshows, DL and the control of the Radio are via App. Lots of info bits for digital radio in the programme are planned. The campaign will be supported by Citylight-Posters all over the two mentioned federal states.
March, 10th – 14th
Initiative Digital Radio Deutschland is a partner at the cooperated ARD traffic-service booth at CeBIT 2014 in Hannover. Besides showing devices to touch and test, information shows will run three times per day, there will be a raffle for devices and the team will be there to meet partners from industry, radio stations and organisations.
March, 17th – 23rd
Campaign in the Rhine-Main-Area (Frankfurt, Darmstadt, Mainz, Wiesbaden) as the second / returning flight in this area (after the november campaign). public and commercial broadcasters with onAir-Promotion
March to June
A large digital radio campaign in Germany's most populated federal state, northrine-westfalia (17.8 mio inhabitants). The campaign will focus on about six clusters of cities to cover the whole federal state step-by-step. The local ARD-Stations (WDR) will support this with different onAir promotions and device raffles. Campaigns focuses on video-clips on screens in train- and underground-stations and malls.
NRW - March - June 2014
Cross-media advertising campaign for digital radio (DAB+) in North Rhine-Westphalia
digitalradio.de - Köln, Bonn & Siegen - KW 11 & 13 from BLiM Media on Vimeo.
Annual Christmas Campaign "Bashing Wham" on RADIO BOB!
The campaign (“Bashing Wham”) runs every year before Christmas: Call our Rock ‘n’ Pop stations RADIO BOB! as soon as you hear us “bashing” the song “Last Christmas” and win a DAB Radio. The Partner in 2014 was Dual.
Listen to the on-air campaign below
RADIO_BOB!_WhamVerdreschen_02-12-2014_Mittag_1319
RADIO_BOB!_WhamVerdreschen_04-12-2014_Vormittag_1152
RADIO_BOB!_WhamVerdreschen_09-12-2014_MoSho_0632
RADIO_BOB!_WhamVerdreschen_09-12-2014_MoSho_0639
RADIO_BOB!_WhamVerdreschen_15-12-2014_Mittag_1410
RADIO_BOB!_WhamVerdreschen_15-12-2014_MoSho_0721
RADIO_BOB!_WhamVerdreschen_15-12-2014_Vormittag_1047
Wham_Verdreschen_14_-_Element_-_BOB
Wham_Verdreschen_14_-_Promo_(tgl)_-_BOB
Radio spots
Below are several German radio ads promoting digital radio – produced by Regiocast – also a sample media plan. Regiocast have generously made these available to anyone who would like to use them
Please note: The spots are available for free to anyone who would like to use them. However anyone who uses them must indicate the copyright information concerning the music used in all six spots to the German GEMA:
- Title: Radio killed the Videostar
- Publisher: One more time
- Composer: James Fast
Digitalradio Reminder
Digitalradio Spot 1 Autoradio
Digitalradio Spot 2 Autoradio
Digitalradio Spot 3 Autoradio
Digitalradio Spot 4 Radiowecker
Digitalradio Spot 5 Küchenradio
Digitalradio Spot 6 Tragbares Radio
Media Plan
DOWNLOAD ALL RADIO SPOTS AND MEDIA PLAN
Examples of successful marketing and communications campaigns in 2013:
December 2013
Winter cross media campaign from Initiative Digitalradio Deutschland - 'Geben Kühe mit Digitalradio mehr Milch?' Do cows give more milk with Digitalradio?
ARD IFA-Radio and IFA-Blog (September 6th – 11th)
There was a live digital radio transmission from the IFA fairground, the world’s largest consumer electronics trade show. ARD’s IFA-Radio was available across the venue and DLS and Categorised Slideshow services
offered by DAB+ digital radio. There was also heavy marketing in the local press in the run up to and after IFA.
Neue Berliner Luft (July 1st – 7th and July 15th-21st)
An off-air campaign consisting of city-light boards located along the major traffic routes in Berlin (4m contacts per week) took place. This was flanked by retailer training in retail shops in wider Berlin.
NDR digital radio week (May 27th – July 2nd)
An on-air campaign with editorial coverage, including a device lottery took place. The focus was on the new digital radio programme NDR Blue.
MDR digital radio week (April 8th – 14th, 2013)
An on-air campaign with editorial coverage, which ran alongside off-air billposting and a device lottery took place. The climax of the week was on April 11th: ‘digital radio day’ in all MDR media.
