"KKDA - K104"
PROMOTE THE PERSONALITIES OF DALLAS' #1 STATION!
Sometimes the best way to promote the Morning Show and other on-air personalities is to promote from within!
For K104, Dallas' #1 rated station, and the most listened-to urban station in the world, the answer was to utilize Morning Show star Nanette Lee talking about her co-hosts and other K104 personalities.
As you can see when you click on these two spots, Nanette has a certain presence that commands your attention, and her affectionate raps on K104 on-air stars confirm a family and community orientation. Especially when one of our primary communication objectives was to be sure K104 was perceived as 'A Great Radio Station for Everyone' with a bunch of attractive on air people, and definitely not a gangster rap or similar negative position.
It's a tall order to promote a dozen or so well-known names in just one campaign, but Nanette does the job. In fact, all the personalities were filmed as they heard Nanette's jabs for the first time, so the spontaneous reactions are really real. A dual camera approach - shooting Nanette and the talked-about person simultaneously - made it happen.
As a result, K104 maintains it's #1 Morning Show & #1 12+ positions in a market with only 13% black population. Apparently, K104 really is a great radio station...for everyone!
Finally, a production note: This campaign utilized digital technology, a dual DVCam shoot, and the purposeful use of black & white. Can you tell the difference between this approach vs. film?
88 Howard Street #2307
San Francisco, California 94105
800 707-1414 (voice)
415 896-1414 (voice)
© Rosler Creative