Radio and posters join forces

 
Advertising combination A new combination of posters and radio spots is aimed specifically at car commuters in the Golden Triangle. 
The offer is effective immediately: Radios 24, Basilisk and Capital FM can be combined with posters from Allgemeine Plakatgesellschaft (APG) in their respective agglos. The new product, known as PendlerPower, is designed to appeal primarily to car commuters in the Golden Triangle, whether in Zurich, Basel or Berne, the combination works in the same way everywhere: the radio stations offer 30 spot broadcasts during a week (Monday to Friday), spread evenly over all five days and during the morning and evening rush hours. For its part, APG is providing 59 F12 format (three times world format) billboards for seven days in Zurich, 36 in Basel and 35 in Bern, which are located on highway access roads and other busy traffic routes - facing the direction of travel. "With these billboards, our customers can reach around 70 percent of car commuters in the respective target area," says Beat Holenstein, Head of APG Zurich.
With the radio-poster combo, Holenstein is taking up an idea that he launched with Radio 24 back in 2004, but limited to the Zurich area at the time: "The product met with brisk demand, but there were always customers asking for similar combos in other cities." That is why the offer has now been expanded and refined.
Holenstein turned to RadioEmotion for contact with the three radios. The company, which was founded last fall by Richi Gasser, Claudia Sieber and Peter Gmür (all ex-employees of PublicitasRadiotele), is also the exclusive marketer of PendlerPower together with APG. But why is APG cooperating with RadioEmotion and not with PublicitasRadiotele or another intermediary? Holenstein: "Because it was easy to implement the idea with a pure radio intermediary."
It is clear that the choice in Zurich and Basel fell on Radios 24 and Basilisk, both of which are the top dogs in their region. In Bern, however, BE1 would have a wider reach than Capital FM. Richi Gasser comments: "BE1 tends to be younger; with Radios 24, Basilisk and Capital FM, we reach a more homogeneous audience." However, he does not hide the fact that other considerations also played a role: Capital FM, like Radio 24, belongs to Tamedia. BE1, on the other hand, is owned by Publicitas and NZZ. BE1 would therefore not have been accepted as a combination partner for political reasons.
Markus Knöpfli
Three times CommuterPowerCommuterPower Zurich
consists of 59 F12 spaces and 30 broadcasts on Radio 24. With a spot duration of 20 minutes, the package costs CHF 26,613. In Basel, 36 F12 spaces and 30 broadcasts on Radio Basilisk cost CHF 16,543. And in Berne, 35 F12 spots and 30 broadcasts on Capital FM cost CHF 15,867. The price advantage is 20 to 30 percent in each case, with two products specially designed for the combi. The CommuterPower modules can be booked individually, in pairs or in threes, but without any additional discount. All three modules together cost 59,023 francs. (mk)