VQ is a British audio brand specialising in Digital Radio, a campaign was required to support a premium retailing opportunity with QVC – celebrating the launch of a new model – Hepburn Mk II. The campaign was to drive sales on the day of the launch and needed to have a clear connection to radio content to drive relevant interest.
In Spring 2016 a range of 18 new & expanding digital radio stations were launched dubbed “Sound Digital” – this included:- Absolute 80s, Mellow Magic, Talk Radio, Virgin and many more.
The objective is clearly therefore to create a campaign which links these new stations to a call to action to buy a new radio. This campaign should also appeal to our typical consumer demographic – Female, 30 to 45 and family orientated.
To take a look at Annabel’s campaign, click the image below.