HOW TO JUMP START AWARENESS FOR A DECLINING HERITAGE AC!
WASH-FM, a heritage station with a steady erosion of ratings, was doing a disappearing act in the Washington DC market. And our mission was to jump start their top-of-mind awareness in a very difficult slow-moving market.
WASH wished to mimic the success of a Rosler Creative REALPEOPLE campaign for WNND Chicago (You can view the WINDY 100 spot and success story at TV SPOTS on this web site...you'll appreciate it!) And our clear assignment was to generate a valid 'LISTEN AT WORK' story, and hammer it home to the obvious demo.
Shooting 16mm film in (mostly) natural light, Rosler interviewed real listeners in Washington environments such as Georgetown, the Metro, The Capitol Steps and White House...as well as genuine 'at-work' listening places such as a hair salon, dental clinic, offices, etc.The spot closes with a totally believable woman stating... "I'M THE OFFICE MANAGER. WE LISTEN TO WASH-FM!".
My understanding is that the latest catchword around DC and Northern Virginia is "I'm the office manager, we..... !".
Bottom line results are the highest ratings and highest CUME in years!
12+ ratings show WASH jumping from 3.6 to 4.1, with a new CUME record of 436,600!
Women 18+ shows a jump from 5.1 to 6.0, tied for #2 in the market.
Persons 25-54 climbed 3.7 to 4.3, with share & CUME leading the competition for the first time in numerous books!
The numbers prove that WASH-FM is now the day part leader in 'listen at work'! So, mission accomplished in Washington DC.
88 Howard Street #2307
San Francisco, California 94105
800 707-1414 (voice)
415 896-1414 (voice)
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