Kiss Breakfast launch a vibrant outdoor campaign across London with interactive QR code this week.

The creative appears across London underground stations and roadside advertising – as well as outdoor with large scale creatives outside key locations such as Westfield Stratford and White City and press executions within The Metro newspaper.

A QR code on the creative gives listeners the chance to win £100 by entering their details on a bespoke mobile site  (launched from scanning the code) after watching a short promotional video for the show.

The mobile site also gives listeners the chance to view the latest ‘Breakfast Takeaway‘ episode as well as access social media platforms and the Kiss Kube to listen to station output.

It really works! It’s a nifty interactive advertising campaign which will help to gain valuable data capture from their switched on digital native audience. It’s a strong, clean and youthful creative – with all touchpoints matching their vibrant orange colour scheme.

It’s another interactive campaign from Bauer after their 2011 Kissmas outdoor campaign as well as recent ‘bus stop trialling‘ from Bauer stablemates, Magic 105.4. Also – Absolute Radio launched a heavywight interactive outdoor marketing campaign across London recently.

National UTV station, talkSPORT have launched a new TV creative last week which is being shown on their UTV station in Northern Ireland. It features some of the stations’ best known faces promoting their Premier League football coverage with some nice regional references.

Living just outside a Hampshire market town I admit to knowing little about gun crime. The most dramatic entry in a recent local police report was “burglary – nothing stolen”.

That said, I do know a great ad when I see one and this, from 2007, is superb.

The message would be clear whatever brand logo appeared in the final frames but a well targeted radio station can bring an issue close and make it feel extremely personal.

Radio is always on your level and on your side. We should put that advantage to work more often.

Ad credit: AMV BBDO

Roadside and in-car audiences become target audience for Absolute Radio in its next stage of their long running outdoor advertising campaign which launched in March 2010 (and refreshed in March 2011).

The team at national radio station, Absolute Radio have launched the next stage of its ‘Faces For Radio’ campaign for 2012 with the addition of a live “now playing” feed on digital outdoor creative. A media first which uses live RSS feeds to indicate the artist that is currently playing live on Absolute Radio giving consumers an immediate and interactive taste of the Absolute Radio playlist.

A new slogan has been brought into the design – which takes the campaign onto the next stage from the seven day breakfast mantra into ‘Presenting for your curiosity – The Faces For Radio’ to help resonate with the stations reluctant adult audience. The outdoor digital creative use live RSS feeds to show the artist that is currently playing live on Absolute Radio in a bid to raise brand awareness and encourage trial.

The new ‘Faces For Radio’ ads, photographed by Gary Salter for Albion London, feature the breakfast DJs Christian O’Connell, Frank Skinner and Dave Gorman behind bars, with ‘Rock ‘N’ Roll Football’ host Ian Wright as a circus ringmaster. This is the first time that Ian Wright has been used in the Faces for Radio creative – he’s more commonly known for appearing in bespoke football content creative alongside his football stablemates Jim Proudfoot and Russ Williams.

The new ‘Faces for Radio’ campaign with the Now Playing RSS feed will commence on 1st February 2012 which includes outdoor, digital media and print media – with a combination of digital, backlit and scrolling 48 and 6 sheets specifically focussing in central and greater London, so make sure you look out for them! Currently Absolute Radio London (Digital/AM/FM/Extra-London) reaches 771,000 adults weekly which is 6.9% reach of its TSA.

Clare Baker, marketing director at Absolute Radio, said:

As well as outdoor advertising – Absolute Radio will run a digital element of the campaign from 13th Feb to drive online/mobile audiences. This will include MPUs on third-party sites which feature “now playing” information, paid search, a homepage takeover on its own website, and banners across its mobile app network.

Clare Bowen

Congratulations to Clare Bowen in becoming the RAB’s first Head of Creative Development.

I wish her well in her “creative challenge” which really has to start in the world Clare knows best: the agencies.

If agency writers, planners and creative directors would all treat radio with half the seriousness they give to tv spots, outdoor and virals then the bar could be lifted for the whole industry.

Every junior copywriter needs hero work to admire, inspire and emulate.

What advice would you give Clare for her first days in the job?