Finora il sistema ha avuto un buon successo tra le stazioni radio FM (e in parte AM) americane, ma il mercato del consumo ha reagito con sorprendente indifferenza. Non si capisce se il basso numero di ricevitori venduti (niente cifre ufficiali ma quando si parla di stime e obiettive i numeri sono minimi, roba da “un milione di pezzi venduti”) sia legato alla produzione di apparati, alla scarsa consapevolezza dei presunti vantaggi del digitale (qualità audio, possibilità di ricevere gratuitamente diversi programmi su un singolo canale, servizi dati accessori) o al fatto che questi vantaggi non vengono percepiti come tali.
Ora la HD Digital Radio Alliance si è messa d’accordo con Idea City, agenzia del gruppo GSD&M per una massiccia campagna radiofonica, del valore stimato di 230 milioni di dollari in spot. Ne ho ascoltati alcuni e non sono malaccio, li trovate facilmente sul sito della Alliance nella sezione Commercials. La chiave è sempre la stessa, un messaggio lasciato in una misteriosa segreteria telefonica in cui un tipo evidentemente molto conservatore racconta delle meraviglie della radio digitale buttandola sul ridicolo e sull’inutile. “Hai sentito di questa faccenda digitale che di permette di ascoltare puoi sentire meglio la musica? Ma chi è l’idiota che ci ha pensato? Tutta questa voglia di autogratificazione che c’è in giro, ma siamo pazzi? A me va benissimo come ascolto adesso. Suona tutto così, così… Terribileee!” La pubblicità spinge molto anche sull’integrazione tra HD Radio e Apple iTunes attraverso il “tagging” dei brani ascoltati e successivamente acquistati. Al CES di Las Vegas se n’è parlato parecchio e l’eco è arrivata anche sui blog macintoshiani qui in Italia. E’ interessenta vedere che il mercato comincia a reagire e la storia della commercializzazione della tecnologia ci dice che gli andamenti seguono sempre quella che io chiamo “la curva del diodo”, piatta fino a un certo punto e poi, paff, ripida come un palo. Personalmente continuo a preferire i sistemi non “in channel” e non riesco a essere del tutto convinto della superiorità della compressione digitale sul buon vecchio stereo FM, ma la radio cambierà comunque ed è indubbio che gli Stati Uniti stanno facendo scuola – magari anche al negativo – e che gli europei farebbero bene a frequentarle, certe lezioni.
GSD&M’S Idea City Will Power Massive Campaign to Drive Consumers to HD Digital Radio
HD Digital Radio Alliance Chooses Top Creative Shop to Helm Next Generation of Consumer Messaging
AUSTIN, Texas, Jan. 7 /PRNewswire/ — The HD Digital Radio Alliance, a
joint initiative of leading radio broadcasters to accelerate the successful
rollout of HD Radio, and GSD&M’s Idea City today announced plans to create a
massive campaign to drive consumer adoption of HD Radio. Idea City will
develop radio creative and produce commercials which will run on Alliance
members’ stations representing a media value of more than $230 million in
radio airtime in the country’s Top 100 markets. The year-long campaign begins
this month.
“Over the last two years, we have raised consumer awareness of HD Radio to
77 percent and we’ve worked alongside auto makers and retailers to ensure
broad consumer awareness and access,” said Peter Ferrara, president and chief
executive officer of the HD Digital Radio Alliance. “Now it’s time to convert
that awareness and access into consumer action. Idea City’s track record in
driving consumers to action is impressive and their expertise in radio
creative absolutely shines. We can’t wait for this campaign to break.”
Idea City came to the attention of the Alliance earlier this year when
Idea City client BMW launched a national marketing campaign in partnership
with the Alliance focused on its rollout of HD Radio units in their cars. The
success of that creative effort resulted in a measurable increase in HD Radio
adoption by BMW buyers and enhanced partnerships with other auto manufacturers
including Volvo, Ford, Hyundai, MINI and Jaguar.
“This is a crucial time for HD Radio and the Alliance,” said Duff Stewart,
president and chief operating officer of GSD&M’s Idea City. “With incomparable
sound quality and the arrival of hundreds of new stations with unique
programming, HD Radio is a compelling option for consumers. The Alliance has
shown extraordinary leadership in building consumer awareness – we’re thrilled
to have been chosen to drive the crucial connection between awareness and
action.”
Idea City is charged with driving increased interest in HD Radio by
spreading the word that there’s a whole new world of music, talk and news
waiting for people between the stations on their radio. With an award-winning,
dedicated radio creative department and extensive radio experience through
clients such as AT&T and Southwest Airlines, Idea City is uniquely qualified
to help establish the voice of HD Radio and compel consumers to discover the
next frontier of radio.
The marketing strategy highlights HD Radio as the replacement technology
capable of delivering on consumers’ demands for improved quality and increased
choice without paying a monthly fee. Using a humorous approach, the initial
creative features desperate voice messages to a guy from his old analog radio
which is voiced by Tom Kenny, the voice of SpongeBob SquarePants. The old
radio urges the guy to ignore the more compelling features and benefits of HD
Radio. The spots highlight HD Radio retail partners including Best Buy, Wal-
Mart, Radio Shack and Crutchfield and HD Radio device manufacturers including
Polk, JBL, JVC and Dual. The latest spots are available for listening at
www.HDRadioAlliance.com.
The year-long campaign brings total marketing value of HD Radio consumer
campaigns to more than $680 million, marking one of the largest radio
campaigns in history.
About GSD&M’s Idea City
In 1971, a group of friends started an advertising agency after graduating
from The University of Texas at Austin. Through 36 years of helping grow some
of the world’s most successful brands, GSD&M’s Idea City has become a leading
national marketing communications and advertising company using the power of
Purpose-based Branding and Dynamic Collaboration to create a destination for
visionary ideas that make a difference for our people, our clients, our
country and the world. For more information go to www.IdeaCity.com. GSD&M’s
Idea City is part of Omnicom Group, Inc. (NYSE: OMC).
