Switzerland - Marketing - History

21.11.2017

Marketing activities to support DAB+ in Switzerland began in 2006.

On World Radio Day 2017, OFCOM launched a promotional campaign to "support the transition to the new DAB+ digital broadcasting standard". The campaign highlights how 54% of listeners in Switzerland now listen to digital radio. The advertising agency Republica AG was awarded the campaign.

Radio spots and new website

World Radio Day, February 13, 2017, marked the start of the preliminary phase of the quadrilingual campaign which will move the radio in an emblematic way to move from the analogous standard to the digital standard.
Entitled "La radio déménage", this campaign will feature the first radio spots on many radio programmes.

The new DAB+ website www.dabplus.ch and various social media channels have been active online since early February 2017. The main objectives of the promotional campaign are to increase the awareness of DAB+, increase its use and promote the sale of DAB+ compatible devices. The campaign will be funded by the Federal Office of Communications (OFCOM). The budget of 4 million francs is financed in accordance with the Federal Law on Radio and Television (LRTV) by the quotas of the fee which have not been distributed in recent years to the organisers of regional or local programs.

DAB+ brochures for specialized retailers

The SSR offers DAB+ brochures and exhibitors free of charge to specialised dealers.

It is possible to order the quantity of brochures here. Promotion is valid until stocks are exhausted. Delivery takes place from the beginning of December 2017.

DAB+ at the Swiss Music Awards

DAB+ was present as a partner of the Swiss Music Awards in Zurich. A photo operation drew attention to this new digital broadcasting standard. The musicians will also be the ambassadors since they will show that their music also moves on DAB+. In addition, the first content of the campaign will be shared via social media and with hashtags #DABplus and # LaRadioDemenage.

Switzerland: national marketing campaign to promote DAB+
To support the transition to DAB+, the Federal Office of Communications (OFCOM) launched an information campaign. It issued a public invitation to tender to appoint an agency to set up such a campaign at the national level. Aims of the campaign are to raise awareness, encourage listening and increase the number of radio stations broadcast via DAB+ in households and in vehicles. The campaign will run throughout 2017 and 2018, with a budget of 4 million francs for the two years. The award decision was in November 2016 and the campaign began in early 2017.

Previous campaigns

The successful ‘Digital radio. Better radio. With DAB+’ campaign was continued in 2013. The campaign included TV ads, radio set promotions, online promotion and the use of social media. The multi-platform campaign which was a first of its kind in Switzerland, ran on television, radio, posters, digitally (website, banners and as interstitial ads on smartphones), as well as on Facebook and YouTube social media. A broad range of activities on the part of private and public radio stations alike supported the innovative campaign.

This campaign was followed by transmedia campaign ‘DAB+ Jack Parker’.

Automotive sector marketing includes a new digital radio flyer and demo ad. The flyer is offered to car dealers and retailers as information for customers. It contains a QR code which, when scanned, takes the user straight to the demo ad, where they can experience outstanding DAB+ sound quality for themselves. MCDT, the Swiss digital radio marketing agency, works closely with manufacturers, importers, the trade and automotive manufacturers to provide technical information, run marketing campaigns and hold events to bring automotive manufacturers and dealers together to promote digital radio.

2016 Marketing Campaign with Ford

DAB+ to the chants of fans: write your encouraging message to the Swiss team and win the Ford Galaxy Van Fan