Republica reins in radio with star lineup on DAB+

For the nationally staged parade, Republica was able to enlist ten of Switzerland's best-known musicians from a wide variety of styles and regions.

Over the next few years, FM radio in Switzerland will be replaced by the new, technologically advanced DAB+ broadcasting standard. DAB+ offers space for more stations, clearer sound and better reception. Already, more than 130 radio stations are broadcasting on DAB+, and the number is growing.

On behalf of the Federal Office of Communications (OFCOM), the Bern-based creative agency Republica has designed and implemented a comprehensive campaign to raise awareness of the topic among the general public. With the concise slogan "Radio is moving to DAB+", Republica makes the technical migration tangible. As relocation helpers and symbols for the radio program, the agency succeeded in enlisting ten of the best-known names in the Swiss music business: Stress, Francine Jordi, Gotthard, Pegasus, Seven, Dabu Fantastic, Lo & Leduc, Stefanie Heinzmann, Hecht and Carrousel are all pulling for the nationwide campaign. As different as their styles are, as unanimous is their interest in good sound and great variety on the radio - two of the most important attributes of DAB+. Three of the campaign testimonials (Dabu Fantastic, Hecht and Seven) are this year's Swiss Music Award winners.

The first big wave of the eye-catching campaign in all four national languages is rolling out with the TV and online spots of Stress and Francine Jordi, which also appear in all out-of-home media. Here they are complemented by the subjects of Gotthard and Pegasus. In the radio spots and on social media, all campaign artists are already playing from the start. The current wave focuses on the main message "Radio moves to DAB+", the following waves from autumn 2017 will focus more on the individual advantages of DAB+. All measures link to the website Dabplus.chwhich provides in-depth information.

The extraordinary gathering of so many well-known artists is part of the PR concept accompanying the campaign. For example, in its May 23 issue, "Glanz und Gloria" took a look behind the scenes of the "Artist Workshop" with photo shoots, sound recordings and content production at Republica in Bern's Mattequartier.

In order to achieve the greatest possible awareness and use of DAB+, Republica also works with program creators from all Swiss private and public radio stations. The agency provides these important multipliers with a toolbox containing interview tones of the artists, DAB+ facts & figures, competition ideas, giveaways and other materials for their program. And for direct sales promotion of DAB+ devices, the Bern-based agency cooperates with the manufacturer Pure as well as the retailers Melectronics and Digitec.

Responsible at the Federal Office of Communications (OFCOM): Marcel Regnotto, Project Manager / Alfred Hostettler, Deputy Project Manager (both OFCOM). Responsible agency: Republica. Reto Lazzaroto, Eric Kramer, Gadget (music and artist management); Solid & Hallerfilm (film production), Joern Heitmann (direction); Caspar Martig (photography); Promoton (radio production).