Why a Radio Channel Aired a TV Ad Encouraging People to Listen on Amazon Alexa

Global radio brand Heart recently teamed up with Amazon to bring about a major behavior change in the UK public, urging them to interact with radio on their home assistants using voice technology. The Drum lands with Samantha Codrington, director of brand marketing at Global, to learn more about the change in approach.

On Monday, September 5, Heart launched the campaign on TV alongside activities on audio, outdoor and social media including YouTube, Facebook, Instagram and TikTok. The ad – featuring presenters Amanda Holden and Jamie Theakston – urged viewers to say: “Alexa, play Heart”. The bombastic ad is composed by Lizzo’s song About Damn Time.

Speaking to The Drum, Samantha Codrington, Director of Brand Marketing at Global, said: “The brief was simple – to raise awareness that you can listen to Heart on an Alexa. We try to encourage a new habit, in a new place, with new technologies. The radio is extremely easy to listen to on Alexa devices, but not everyone knows that. »

A secondary objective is to push the brand personality with the multi-format campaign, but television is in the lead. “TV is one of the best platforms to reach Heart listeners – we know they watch linear TV, so it’s the perfect place to reach them with something visually emotive and entertaining.”

Television reach will help the brand shape the new campaign, but it won’t work alone. It will work in tandem with BVOD, YouTube, social, outdoor, on air (radio) and online. “We are doing this because we understand that our efforts will have exponential reach using multiple platforms.”

Campaign uplift will be fairly easy to measure. At the end of its run, Global will know how many people have engaged with the voice skill. From there, the company will be able to calculate the ROI and see how many new listeners will stick with the habit. Rajar data and additional brand enhancement studies will follow to determine if the approach and direct voice CTA is worth sticking with.

Codrington added: “Radio listening on smart speakers is seeing phenomenal growth, so it’s a platform we can’t ignore. Now is the time to get that message across with a big brand campaign to drive that growth and also engage with potential new listeners.

Adam & Eve/DDB created the campaign, produced by Rogue Films. Media planning was conducted by PHD.

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