Carlton Screen Advertising (CSA) is delighted to announce that Radio Nova have hit the big screen with two new 15” adverts as part of their new tongue-in-cheek brand awareness campaign entitled ‘Bringing Music Alive”, running in cinemas across Leinster. Their aim is to tightly target adults aged 25 - 54 as well as 15-34’s at a time when they are relaxed, not engaged in their normal day-to-day routine and so are more susceptible to the message of the campaign and they feel cinema is the ideal place to do this.
They are reinforcing their on-screen activity with a Cine 6Sheet campaign, giving cinema goers access to the station’s website via a QR code through which they can download the Radio Nova app to their smart phone. This is the first time a QR code has been featured in a Cine 6sheet campaign. Kevin Branigan Chief Executive at Radio Nova is particularly excited about the level of interaction that a Cine 6Sheet and online campaign such as this allows them. He noted that the campaign turns “what would have been simply a display advert into an opportunity for us to interact directly with the target and give them the power to connect directly with our brand.”
He feels this provides “something of tremendous value, the ability to convert a cinema-goer into a direct user by them downloading our app there and then. “ The ultimate aim of the campaign was to attract more listeners and raise brand awareness amongst the general public. Mr Branigan pointed out that “Up until now, where traditional media are concerned, we have had to be satisfied with only having direct influence on brand awareness, and hoping that increased brand awareness would follow on to generate increased listenership.” Now, through their cinema campaign they “have a way to add to our primary aim of directly generating more listeners, which greatly increases the potential value of this medium for us.”
They are further supporting this campaign with various other media including 48 sheets, Metropoles, Bus supersizes, Bus lower rears, DART carriages and 6" sheets, print, TV and online.
Radio Nova, which launched in 2010, was created to deliver classic rock music from the 1960s to the present day and features some of the greatest rock artists of all time – as well as news, sport and local information. Blockbuster releases, which the Radio Nova advert will appear alongside include ‘Harry Potter & The Deathly Hallows: Part 2’, ‘Horrible Bosses’ and the Irish smash hit ‘ The Guard’ starring Brendan Gleeson.
Carlton Screen Advertising is the market leader in the Republic of Ireland, selling cinema advertising for 439 screens in 69 sites. CSA holds the contracts for market leaders such as Ward Anderson, Cineworld, Movies@, VUE and Storm cinemas.
For further information please contact Jane White at jane.white@carltonscreen.ie or Tel: +353 (1) 232 0966.