OFCOM and Scholz & Friends Zurich go on the air for DAB+
Die Schweizer Radiobranche wird die Übertragung mittels UKW bis spätestens 2024 abschalten. Um die Bevölkerung bei dieser Umstellung zu begleiten, hat das BAKOM 2019 ein Mandat für eine vierjährige Kommunikationskampagne ausgeschrieben. Scholz & Friends Zürich konnte die mehrstufige Ausschreibung für sich entscheiden. Nun startet die Kampagne für die digitale Migration.
The campaign is divided into two phases. The awareness phase, which has now been launched, focuses on the advantages of DAB+. It will be followed by the mobilization phase once the industry has announced a binding FM switch-off timetable.
For phase 1, Scholz & Friends was looking for a winning testimonial - and found one. However, not in the course of a casting, but designed himself. The friendly DAB+ radio "Dabsy" shows the advantages of the digital radio standard on its own "body".
The campaign is fully orchestrated and includes TV, radio, OOH, content formats and various digital measures including social media and community management in the three national languages. In addition, motorists and workshops are a special focus and are therefore addressed with individual measures.
In the course of developing and implementing the campaign, Scholz & Friends Zurich is also responsible for providing and coordinating several partners, including call centers, PR, media and a team of experts for training on all aspects of DAB+.
The measures are developed in close partnership with private commercial and non-commercial radio stations and SRG SSR.
Responsible at OFCOM: Marcel Regnotto (client), Alfred Hostettler (project manager), René Wehrlin (deputy project manager). Responsible at Scholz & Friends: Luca Stancheris, Maira Weidmann, Aster Loerli, David Fischer, Christian Vosshagen (Creation), Freyja Hablitz, Victoria Kirsch, Nadine Treml, Paulo Zenz, Véronique Forster, Mathias Rösch, Tobias Händler (Consulting & Strategy). Film production: Boutiq, Marco Fischer, Director: Marwan Abdulla Issa, Music and Sound: Bloop, Roland Frei, Media Agency: MediaCom Switzerland, PR: Burson Cohn & Wolfe Switzerland
