Smooth Radio: Ambassadors Wanted
When tasked with launching a national campaign for Smooth Radio, we let the listeners do all the hard work. Research had shown just how passionate they were about the station and its playlist, so we built a marketing campaign around them.
We launched a national search to find six listeners to become Ambassadors for the station; people who truly represent its brand values ‘love life, love music’. Listeners were asked to create individual profiles online that showcased their personality and demonstrated their love of life. The response was overwhelming and the standard of the profiles so high, we had to settle on eight Ambassadors rather than six.
These finalists now complete our marketing strategy, as they become the focus of a national advertising campaign. By using insights from their profiles, we will demonstrate to others just how fun, outgoing, interesting and inspirational Smooth Radio listeners are; a rally cry for all like minded people to tune in.