GSD&M’S IDEA CITY WILL POWER MASSIVE CAMPAIGN TO DRIVE CONSUMERS TO HD DIGITAL RADIO
Wednesday, January 2nd, 2008
~ HD Digital Radio Alliance Chooses Top Creative Shop to Helm Next Generation of Consumer Messaging ~
~ $230M Campaign Will Run in 100 Markets; Builds on $400M Initiative to Create Consumer Awareness ~
AUSTIN, TX -- January 2, 2008 — The HD Digital Radio Alliance, a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD Radio, and GSD&M’s Idea City today announced plans to create a massive campaign to drive consumer adoption of HD Radio. Idea City will develop radio creative and produce commercials which will run on Alliance members’ stations representing a media value of more than $230 million in radio airtime in the country’s Top 100 markets. The year-long campaign begins this month.
"Over the last two years, we have raised consumer awareness of HD Radio to 77 percent and we’ve worked alongside auto makers and retailers to ensure broad consumer awareness and access," said Peter Ferrara, president and chief executive officer of the HD Digital Radio Alliance. "Now it’s time to convert that awareness and access into consumer action. Idea City’s track record in driving consumers to action is impressive and their expertise in radio creative absolutely shines. We can’t wait for this campaign to break."
Idea City came to the attention of the Alliance earlier this year when Idea City client BMW launched a national marketing campaign in partnership with the Alliance focused on its rollout of HD Radio units in their cars. The success of that creative effort resulted in a measurable increase in HD Radio adoption by BMW buyers and enhanced partnerships with other auto manufacturers including Volvo, Ford, Hyundai, MINI and Jaguar.
“This is a crucial time for HD Radio and the Alliance,” said Duff Stewart, president and chief operating officer of GSD&M’s Idea City. "With incomparable sound quality and the arrival of hundreds of new stations with unique programming, HD Radio is a compelling option for consumers. The Alliance has shown extraordinary leadership in building consumer awareness – we’re thrilled to have been chosen to drive the crucial connection between awareness and action.”
Idea City is charged with driving increased interest in HD Radio by spreading the word that there’s a whole new world of music, talk and news waiting for people between the stations on their radio. With an award-winning, dedicated radio creative department and extensive radio experience through clients such as AT&T and Southwest Airlines, Idea City is uniquely qualified to help establish the voice of HD Radio and compel consumers to discover the next frontier of radio.
The marketing strategy highlights HD Radio as the replacement technology capable of delivering on consumers’ demands for improved quality and increased choice without paying a monthly fee. Using a humorous approach, the initial creative features desperate voice messages to a guy from his old analog radio which is voiced by Tom Kenny, the voice of SpongeBob SquarePants. The old radio urges the guy to ignore the more compelling features and benefits of HD Radio. The spots highlight HD Radio retail partners including Best Buy, Wal-Mart, Radio Shack and Crutchfield and HD Radio device manufacturers including Polk, JBL, JVC and Dual. The latest spots are available for listening at www.HDRadioAlliance.com.
The year-long campaign brings total marketing value of HD Radio consumer campaigns to more than $680 million, marking one of the largest radio campaigns in history.
About GSD&M’s Idea City
In 1971, a group of friends started an advertising agency after graduating from The University of Texas at Austin. Through 36 years of helping grow some of the world’s most successful brands, GSD&M’s Idea City has become a leading national marketing communications and advertising company using the power of Purpose-based Branding and Dynamic Collaboration to create a destination for visionary ideas that make a difference for our people, our clients, our country and the world. For more information go to www.IdeaCity.com. GSD&M’s Idea City is part of Omnicom Group, Inc. (NYSE:OMC).
About The HD Digital Radio Alliance
The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD Digital Radio. Current members include major radio groups and independent station owners: Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting / ABC Radio, Clear Channel Radio, Emmis Communications, Entercom, Greater Media and WBEB Philadelphia. For more information on HD Digital Radio, visit www.HDRadio.com.