"WQSX, STAR 93.7"
PROBLEM: INTRODUCE A NEW STATION AS 'THE RHYTHM OF BOSTON!'
SOLUTION: When Entercom decided to introduce a new Rhythmic Oldies format to the Boston market, they chose the REALPEOPLE Campaign for a variety of reasons.
First of all, it works! Proven in dozens of markets, REALPEOPLE spots are credible & local, with a consistent record of raising ratings. Secondly, it's obviously a local campaign, not canned comments from actors reciting generic lines. We see people in Boston environments, we hear the Boston accents, we know these are genuine listeners. Most importantly, the obvious enthusiasm for the rhythmic oldies format is contagious and totally believable...it you like rhythmic music, you're going to sample the new STAR 93.7!
Creative colorization of all scenes, rapid-fire editing and an intense focus on the primary message combine to clearly communicate that STAR 93.7 is the new Rhythm of Boston!
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