Nissan Micra's weekly radio show - Fridays 3pm on The Today Network proves to be a hit via Southern Cross Austereo and Aegis Media
Southern Cross Austereo's three month long bespoke campaign created specifically for Nissan Micra featuring a stable of Today Network on-air talent is proving to be a hit. In a media first for Nissan Australia, Aegis Media and Southern Cross Austereo (SCA), a special radio show has launched called the Nissan Micrascope, airing weekly every Friday at 3pm nationally on The Today Network.
The Nissan Micrascope show not only shares the best bits of Australia's
major cities but uncovers what makes each city tick by putting it under
the 'Micrascope'. The hour-long show and online hub features bespoke
content generated by trend-setters who scour their city for the coolest
places to eat, shop and play.
The show enables Nissan Micra to connect with young Australian women and reinforces its "In sync with your city" proposition by reaching more than 1.1 million people weekly (Nielsen Survey #4 all people 10+ 15.00-16.00 Fridays).
Says Cathy Thomas, Southern Cross Austereo national sales director: "This is a perfect example of how SCA create bespoke ideas that connect with our listeners and in this case Nissan Micra's customers. We love working with Aegis and Nissan. They believe in our ability and have entrusted us to execute many a successful partnership, this is one of the most exciting given it is seamlessly integrated with our on-air and online content."
Nissan have also launched 'Nissan Micra Must Haves', an exclusive online offer integrated weekly; downloadable and only available during the show. The campaign has been launched with a Deals Direct launch offer featuring an exclusive 50% off all make-up purchases. Other offers include attractive discounts on apparel and a free 30 Day Genesis Membership.
Says Nat Kean, Aegis Media: "We partnered with Southern Cross Austereo to create something unique that appealed to our target demographic for the Nissan Micra. SCA's ability to integrate branded content, online and social along with the highest radio listening audience made the Nissan MicraScope Show on the Today Network a clear choice for us. The campaign is delivering compelling content that lives & grows beyond the 3pm hour itself, encouraging engagement and ongoing dialogue with our core target."
The show enables Nissan Micra to connect with young Australian women and reinforces its "In sync with your city" proposition by reaching more than 1.1 million people weekly (Nielsen Survey #4 all people 10+ 15.00-16.00 Fridays).
Says Cathy Thomas, Southern Cross Austereo national sales director: "This is a perfect example of how SCA create bespoke ideas that connect with our listeners and in this case Nissan Micra's customers. We love working with Aegis and Nissan. They believe in our ability and have entrusted us to execute many a successful partnership, this is one of the most exciting given it is seamlessly integrated with our on-air and online content."
Nissan have also launched 'Nissan Micra Must Haves', an exclusive online offer integrated weekly; downloadable and only available during the show. The campaign has been launched with a Deals Direct launch offer featuring an exclusive 50% off all make-up purchases. Other offers include attractive discounts on apparel and a free 30 Day Genesis Membership.
Says Nat Kean, Aegis Media: "We partnered with Southern Cross Austereo to create something unique that appealed to our target demographic for the Nissan Micra. SCA's ability to integrate branded content, online and social along with the highest radio listening audience made the Nissan MicraScope Show on the Today Network a clear choice for us. The campaign is delivering compelling content that lives & grows beyond the 3pm hour itself, encouraging engagement and ongoing dialogue with our core target."
Why write such a long press release over what is just a media buy that's targeted? Isn't that what you media bods should be doing all the time?