The ads shown here are for Radio Berlin, a popular pop radio station by RBB broadcasting. The station frequency, 88.8, omits classics such as disco, adult contemporary and more. According to the RBB station manager, Radio Berlin is a popular radio station for the adult set. There are limited commercials allowing listeners to enjoy the songs all day long. The advertising campaign shown here were used as outdoor billboards all across the city. In one ad, a car is seen driving through the city with funky headphones. The second shows a business woman with disco, bedazzled glass and the final advertisement is of a woman jogging with silver glitter bell bottoms. It is interesting to note that two of the ads primarily depict woman as this is their target market.I believe that these ads are very effective and the slogan is simple and to the point. The slogan roughly translates to, “Once a pop fan, always a pop fan.” These ads could work just as well in America as the images are universal. We all have hidden desires inside and the older generation still yearns from their disco heydays. Although one might now have a family or a job, one always remains young at heart. These cheeky advertisements further this idea with out of the ordinary situations such as the woman wearing bell bottoms to exercise. This advertisement is an example of emotional connection advertisement where the brand makes a connection with its viewer. It also provides young people with an opportunity to understand the channel and as “oldies” become more popular, the channel younger audience will grow.
The ads also take a different approach than from what advertisers use in Miami. For example, Clear Channel’s 93.9 MIA recently launched in the South Florida playing much of the same music as Radio Berlin. However, their imagery and slogan elicit a different emotion. “Move to the Music” is displayed on the 93.9 billboards alongside older promotional shots of celebrities such as Jennifer Lopez, Prince, Madonna and Beyonce. While Radio Berlin used real people with funky disco accessories, 93.9 MIA used actual celebrities to sell their product. Although this is in line with America’s obsession with celebrity and fame culture, I believe Radio Berlin was able to convey their music and brand with better imagery and creativity.
I agree! I love the disco theme. It makes it fun and hip. These ads will allow a younger generation to be more interested in the radio. I also agree that it will work in America, because it is easy to understand, and music is for the most part universal.
ReplyDeleteI found these series of ads interesting, because there is an unusual twist that attracts the pop audience through the isolation of a garment of the era. I wonder if these ads exist outside the radio building and if there is a similar campaign for other genres. The image is unexepected and I'd like to note the beauty of ambiguity in an ad. I'd say it helps the audience to interact with the subject and use their imagination.
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