Mercedes Benz drives on radio with Hit FM
MUMBAI: To showcase the true strength of the medium, radio players have integrated with brands delivering value and are in constant run to tap virgin brands on radio.
Delhi based radio venture Hit FM has roped in luxury automobile brand Mercedes to invest in radio for the first time in India. Although Mercedes has been investing in other media like television, print, outdoor, the brand had refrained from investing in radio till now.
The brand invested in station based in capital as 25 per cent of the national sales of luxury car takes place in Delhi T&T Motors, the dealers of Mercedes Benz in Delhi president T V Thomas asserts, Radio was an untapped medium and we wanted to reach our target group through 360 degree marketing approach and found radio to be an integral medium. Hit FM filters audiences in Delhi and fits our customer base. We opted for the morning slot rather than run of the mill radio spots like other brands using the medium....
The radio creative features international celebrities like Sheryl crow and Britney Spears who own their Mercedes Benz. The creatives were created by the radio station itself and later approved by the automobile brand. Hit FM station manager Shyam Kumar Singh states, We have an eight week long campaign with Mercedes and after the initial four weeks, we will introduce Indian faces using the premium brand....
"Through the radio campaign we wanted to highlight the fact that Mercedes-Benz vehicles have been the preferred choice of international music icons, film stars and industrialists," states Thomas.
Singh believes that radio as a medium hasn't been explored to its potential and elaborates, Radio spots must add more value to the marketing strategy of brands and venture out of tactical positioning. They should capture the imaginary of the brand and create concepts revolving around it. In the Mercedes campaign, we tried to concentrate on the international icons using Mercedes....
Hit FM's differential positioning of being the only radio station playing international music in the capital clicked in getting the premium brand Mercedes on board.
An official mentions that Mercedes has invested only 2.5 to three per cent of its advertising spend on radio and would evaluate the response before investing more in radio.
Having worked exclusively with premium brands earlier, Singh believes that brand should get benefited from association with radio rather than just selling spots
Germany based lifestyle brand S.Oliver had invested in a four month campaign in Hit FM but later extended it to one year Says Singh, S.Oliver have specific themes every month for their stores and we compliment the theme on radio by integrating it in our on air shows....
With radio players tapping advertisers and designing spots to suit the brands requirements, it is worth watching if more unconventional brands invest in radio, thereby increasing its pie.
