SYDNEY�Commercial radio hit the airwaves May 10 with an AU$5 million integrated marketing campaign to promote the LG Stylus DAB+, the world�s first smartphone with built-in broadcast digital radio.�
The six-week campaign includes radio, out of home, online and paid social media, with a series of four radio ads to run across all metropolitan commercial and selected SBS radio stations. The campaign focuses on the benefits of listening to broadcast digital radio on the mobile phone � no streaming costs, more station choice, improved sound quality and less battery drain.
Forty-five radio on-air ambassadors will also promote the LG Stylus, and 250 of them will be given away to listeners through station promotions. A three-week taxi campaign will run in Sydney, Melbourne, Brisbane, Adelaide and Perth starting May 23. �
The CEO of Commercial Radio Australia, Joan Warner, said the Australian campaign was part of a US$40 million international marketing effort by radio broadcasters to partner with LG to launch the phone in a number of countries, including the UK, Germany, Italy and Norway.
�Making radio more easily and cost effectively accessible through a broadcast chip in a mobile device is an important plank of our multiplatform strategy,� Warner said. �We believe younger consumers in particular will be attracted by the ability to access entertainment on the go free of charge.��