ABC’s Double J launches new outdoor campaign to target 30+ year olds via Showtime Marketing

Showtime Marketing has been engaged to execute the re-brand of Double J, formerly known as ‘Dig Music’, using a two-week non-traditional ambient-marketing activation.

Says Nicki Martin, project marketing manager from ABC: “Our priority was to launch the brand to a music literate audience, and use the same platforms and media mix that a high profilectouring band or festival would employ.”

In a bid to interact with their core demographic of 30+-year old existing (and prospective) Sydney and Melbourne listeners on their daily commute, Showtime Marketing encouraged positive participation with the campaign by strategically appointing each of the city’s high-traffic hot-spots.

Says Chris Campbell, director of Showtime Marketing: “As advocates of effective and memorable brand activations, we take the time to map out and match creatively relevant campaigns with sites that are suitable and highly visible to ensure we reach the right people, at the right time.”

The first week of the campaign welcomed a high concentration of multiple posters in Melbourne and Sydney, which were positioned, across 400 poster sites on high- traffic roads. Over 1000 traffic light buttons were blanked with Pedestrian Button Covers, whilst 500 cosmopolitan cafes were individually selected to display posters. 40,000 Bar Coasters and Bar Runners were featured in a suite of impressive live music & entertainment venues, bars and pubs in each of the State’s popular suburbs (including CBD, Kings Cross, Fitzroy, and St Kilda).

Says Campbell: “One key factor in a successful campaign is to talk to consumers in a relevant environment with the right messaging. The sites were selected based on catchment zones that are close to the CBD, and precincts we know are frequented by the Station’s supporters.”

Creatively charged, strategically positioned and a project set to ‘Double’ its number of listeners, Showtime Marketing’s activation has received an impressive level of support from the community, and social media amplification across Twitter / Facebook / Instragram.

Says Martin: “The street campaign certainly generated chatter via our social channels, with people even sending in pics to the Double J and triple j text lines.”