talkRadio chose to launch their new national radio station with the innovative use of DOOH. The objective of the activity was to launch talkRADIO, and to position it as the station that everybody is talking about. By appreciating that people now consume their news through social media they wanted to embrace this and use it to reflect the views of the nation, whilst at the same time encouraging people to call in and have their say.
DOOH was used throughout the country and the central element to the campaign was linking Eat Street Westfield London to talkRADIO’s studio – Live.
An experiential location was set up alongside the screen with a hotline through to the studio – giving the Westfield shoppers the opportunity to get things off their chests.
The campaign was planned and bough by Mindshare and out of home specialist Kinetic.