Audio brand VQ puts on the glamour with latest Christmas radio campaign via Eardrum, Sydney
Designer British radio brand VQ plans to accelerate its expansion into Australia through a joint Christmas campaign with Commercial Radio Australia aimed at putting the glamour into radio products via Eardrum, Sydney.
The campaign is VQ’s first major marketing push in Australia since entering the market earlier this year, and promotes the Retro Mini DAB+ digital radio with built-in Bluetooth speaker, which retails for $129.
Commercial Radio Australia chief executive officer Joan Warner said the entry of VQ was creating new interest in digital radios as its products primarily targeted the more style-conscious female consumer, a segment which has often been overlooked when it comes to the audio category.
Says Warner: “We’re excited to partner with VQ because they are a young audio brand that has achieved phenomenal growth in the UK and they’re keen to replicate that success in Australia.”
VQ Australia country manager Lara Young said all its products were British-designed and engineered with more than 11 colours available and included exclusive collaborations with homeware designers such as Emma Bridgewater.
Says Young: “We rebel against the traditional design of consumer technology products being just black and silver. We believe our products will appeal to Australians because there is a strong interest here in home, lifestyle and design.”
The marketing campaign, which has been developed by advertising agency Eardrum, reinforces the VQ brand ideals of sound and style, with Australian characters morphing into the voices of glamorous 1950’s icons in the vein of Audrey Hepburn and Grace Kelly.
The radio campaign will run for three weeks through to Christmas across 42 commercial radio stations in the five capital cities as well as DAB+ only stations. It will be supported by retailer catalogue and online promotion.
Digital radio is on air in Sydney, Melbourne, Brisbane, Adelaide and Perth and offers high sound quality and up to 30 extra digital radio stations.