The Sound revisits Woodstock

AUCKLAND, Today: The Sound has launched a new ad campaign – created in-house at MediaWorks– that puts the “best music ever made” front and centre of its creative. 

MediaWorks utilised dynamic insertion technology via QMS digital billboards and a now playing message so consumers can see what’s playing right now on The Sound.

“Developing a live music campaign allows us to drive the true sentiment of live radio, reminding our listeners that The Sound is always playing their record collection wherever they are,” says The Sound marketing manager Lee Gilmour.

“We know The Sound listeners don’t want to hear marketing chatter, they love the music we play and it speaks for itself.”

Accompanying this activity is a new tvc for the brand, which went live on Monday and features Jimi Hendrix’s Purple Haze (scroll down).

Gilmour: “Purple Haze is a classic track that resonates with The Sound listeners and also speaks to our audience more effectively than any other messaging could.

“We know The Sound listeners don’t want to hear marketing chatter, they love the music we play and it speaks for itself.

“This is the perfect way to combine the key drivers for listenership in a simple, music-focused campaign.”

CREDITS

Designer: Anton Herbet
Video Editor: Lana Byrne
Group Marketing Manager: Lee Gilmour
Marketing Coordinator: Jacquetta Hazlett
PR: The Public Good