Scholz & Friends Zurich remembers the FM switch-off
With the SRG SSR broadcasters set to shut down FM service at the end of December 2024, the transition from FM to DAB+ is entering its final phase. Scholz & Friends Zurich, in collaboration with the radio industry, is launching a campaign to promote the FM shutdown.
The latest in a series of campaigns to inform the Swiss population goes on air under the motto "Think about your radio". The campaign focuses attention on radio listeners and their receivers, not only in the message but also visually. The aim is to persuade the last remaining FM radio listeners to switch in good time so that they can continue to use the medium.
At the same time, the campaign also offers practical support for the changeover. In the moving image, it provides information on how radio listeners can check their devices for DAB+ reception. On the DAB+ website This support continues with tutorials on testing, operating and receiving DAB+ radios, fitting DAB+ adapters to FM devices and an AI-based chatbot. The switch-off date is also clearly displayed on all advertising materials.
The orchestrated campaign was developed in close cooperation with the radio stations, the cross-industry DigiMig working group and Bakom and is now on air throughout Switzerland in high-reach media such as TV, OOH, digital and radio in order to reach as many radio listeners as possible.
As OFCOM's mandate ends at the end of this year, the broadcasters will take over broadcasting responsibility and continue the campaign on their own channels from January 1, 2025. Also to inform their listeners about their own FM switch-off dates.
Responsible at Bakom: Kathrin Kluser (project manager). Responsible at Scholz & Friends Zurich: Barbara Hartmann, Franziska Stäger, Zara Velchev, David Fischer, Christian Vosshagen (creation), Monja Mangieri (desktop publishing), Véronique Forster, Victoria Kirsch, Elodie Caucigh, Sabrina Elsässer (consulting), Mathias Rösch (overall responsibility). Film production: Shining Film. Directed by Mitch Bekk (TV spots), Ari Zehnder (tutorials). Audio: Jingle Jungle. Photo: Jonathan Heyer. Radio: Building props, Fabian Lüscher. Media: Mediatonic.
