Germany - Marketing - History

07.05.2019

DAB+ promotion campaigns

Summer 2019

The German digital radio industry (public and commercial radio) organised a DAB+ promotion week from 13-24 May 2019. Cross-media activities included on-air radio spots, consumer and B2B print advertisements and advertorials, social media and on www.dabplus.de.  The week included also training and promotion within the retail sector. 

Summer 2018

A new German multimedia campaign promoting DAB+ will launch on 27 August, with the slogan "DAB+. Mehr Radio" (DAB+, More Radio) to be branded across TV, radio, print and online. On 30 August, an "Editorial Theme Day" will be held at IFA Berlin by German broadcaster ARD and other commercial radio stations to discuss the benefits of DAB+. The initiative is a collaboration between German broadcaster ARD and other commercial radio stations, as part of a nationwide rebrand of DAB+.

Christmas 2017


Christmas promotion "Give a DAB + Radio"   Starting November 27th, in the four weeks leading up to Christmas, radio and TV spots will once again be broadcasting spots and actions about the DAB + listening experience at ARD, Deutschlandradio, private radio stations and other partners.

May 2017

ARD and Deutschlandradio started a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard.

Examples of the implementation of new DAB+ logo can be viewed here:   http://www.digitalradio.de/index.php/de/haendlerbereich. Download the Press Release.

Under the motto "As clear as if I were there", the ARD has a nationwide marketing campaign for DAB+ together with Deutschlandradio and other partners. This includes TV commercials as well as on numerous online channels. In the ARD, with Deutschlandradio and private broadcasters are broadcasting various radio adspots. In addition, there are print and online motifs on the new website www.dabplus.de.

08.02.2019

Campaigns

Summer 2018

A new German multimedia campaign promoting DAB+ will launch on 27 August, with the slogan "DAB+. Mehr Radio" (DAB+, More Radio) to be branded across TV, radio, print and online. On 30 August, an "Editorial Theme Day" will be held at IFA Berlin by German broadcaster ARD and other commercial radio stations to discuss the benefits of DAB+. The initiative is a collaboration between German broadcaster ARD and other commercial radio stations, as part of a nationwide rebrand of DAB+.

Christmas 2017


Christmas promotion "Give a DAB + Radio"   Starting November 27th, in the four weeks leading up to Christmas, radio and TV spots will once again be broadcasting spots and actions about the DAB + listening experience at ARD, Deutschlandradio, private radio stations and other partners.

May 2017

ARD and Deutschlandradio started a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard.

Examples of the implementation of new DAB+ logo can be viewed here:   http://www.digitalradio.de/index.php/de/haendlerbereich. Download the Press Release.

Under the motto "As clear as if I were there", the ARD has a nationwide marketing campaign for DAB+ together with Deutschlandradio and other partners. This includes TV commercials as well as on numerous online channels. In the ARD, with Deutschlandradio and private broadcasters are broadcasting various radio adspots. In addition, there are print and online motifs on the new website www.dabplus.de.

16.10.2018

ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.

Campaigns

Summer 2018

A new German multimedia campaign promoting DAB+ will launch on 27 August, with the slogan "DAB+. Mehr Radio" (DAB+, More Radio) to be branded across TV, radio, print and online. On 30 August, an "Editorial Theme Day" will be held at IFA Berlin by German broadcaster ARD and other commercial radio stations to discuss the benefits of DAB+. The initiative is a collaboration between German broadcaster ARD and other commercial radio stations, as part of a nationwide rebrand of DAB+.

Christmas 2017


Christmas promotion "Give a DAB + Radio"   Starting November 27th, in the four weeks leading up to Christmas, radio and TV spots will once again be broadcasting spots and actions about the DAB + listening experience at ARD, Deutschlandradio, private radio stations and other partners.

 

May 2017

ARD and Deutschlandradio started a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard.

Examples of the implementation of new DAB+ logo can be viewed here:   http://www.digitalradio.de/index.php/de/haendlerbereich. Download the Press Release.

Under the motto "As clear as if I were there", the ARD started a nationwide marketing campaign for DAB+ together with Deutschlandradio and other partners on May 2nd. This includes TV commercials, which are shown in the first and third programmes as well as on numerous online channels. In the ARD, with Deutschlandradio and private broadcasters are broadcasting various radio adspots. In addition, there are print and online motifs on the new website www.dabplus.de, on which the new campaign can be seen and heard. The uniform overall appearance has been the most extensive since the introduction of DAB+ six years ago.

The campaign also introduces a new brand launch of DAB+. A logo in the form of a stylised radio shows together with the claim "Mehrradio", which is the technical standard DAB+. At the Mitteldeutschland media center in Leipzig, the new brand and the campaign was publicly presented for the first time, from May 2 to 4, alongside the on-air and online activities. The new logo for DAB+ is also supported by equipment manufacturers and dealers, who have the elements of the new branding for their own advertising measures available. There has been a very good take-up by receiver manufacturers of the new logo including brands such as LM Electronics, Technisat, Panasonic, Grundig, Sonoro, Philips, Clarion, Bose, Dual, Hama, Audio Bloc, Soundwave, Telstar and Pure.