Italy - Marketing - History

18.04.2018

Heavyweight industry funded marketing campaigns across a variety of media platforms to promote digital radio have been running in Italy since 2013. Radio campaigns promote DAB+ digital radio across the 13 main national commercial FM networks (plus several local radio stations). National broadcasters do cross promotion of digital radio via www.digitalradio.it and daily and periodical press as well as social media channels including facebook, twitter and soundcloud.

2014: I discover digitalradio
2015: I learn digital radio
2016: I use digitalradio…and you?
2017: the magic of digital radio DAB+ in your car!

All the marketing campaigns are based on radio spots set in the car as 80% of radio listening is in-car in Italy. The campaigns are broadcast by all private national radio stations and many local radio stations. With more than 1,000 spots the campaigns have covered 23 million listeners.

2017 Campaign

The campaign in 2017 has over 500 spots a week. Four flights will take place in 2017.

Spot 1

Spot 2

Spot 3

The first 2017 flight was from 6-26 February 2017 for three weeks. The second 2017 flight was from 1-14 May 2017 for two weeks. The third 2017 flight is now on air and will air from 1-27 August, 2017. The three spots may be heard at https://soundcloud.com/digitalradioit. The fourth flight will take place 13 November to 3 December, 2017. The 2017 campaign is aired on FM by the 10 national commercial radio members of DAB Italia and EuroDAB, together, by using the same three radio spots or a minimum of 38 spots per week each radio (= 380 spots per week = 1.520 in the time frame). The campaign will hit approximately 30 million radio listeners in Italy per day.

 

May 2016

A new marketing campaign has launched in Italy from 23 May for three weeks to help promote digital radio. The advert will be broadcast on both national and local commercial radio stations and coordinated marketing activities involve 12 national broadcasters. With more than 1,000 commercials the campaign will have a coverage of over 23 million listeners.

May 2015

All DeeJayTen Firenze (17 May) and DeeJayTen Milano (11 October) runners will get a 10% discount on Pure digital radio receivers at all MediaWorld stores in Tuscany and Lombardia.

March 2015

A new marketing campain to promote digital radio is running in four phases with four new radio spots - a version voiced by Dj Albertino is running across the main national commercial FM broadcasters and several local radio stations. More information is available here.

January 2014

In January 2014 DigitalRadio.it ran a national advertising campaign to inform consumers, retailers, car vendors, car dealers and all stakeholders of what digital radio is to make them aware that digital radio is coming. The campaign aired on the 10 main national commercial networks (plus several local radio stations) with 6 to 8 passages per day of a common 45 seconds spot (the same spot which was broadcast 1,900 times in August and October 2013) on FM (over 23 million listeners per day).

mid-August and October 2013

In mid-August 2013, in October 2013 and from Januray 13th 2014 for three weeks, a campaign promoting DAB+ 

digital radio will was aired by the 10 main National Commercial FM Networks (plus several local radio stations), covering more than 23 million daily listeners. The campaign was aired on twelve national radio stations, from 6 to 12 - 45 second spots each day each, for several weeks.

Print advertising

Two page advertisement promoting digital radio in Italy in the August 2013 edition of Quattroruote magazine. Trasmissioni DAB Disturbi zero col digitale

A one page advertisement promoting digital radio in the newspaper 'Sole 24 Ore' Advertisement from 'Sole 24 Ore'

 

 

 

 

Offers and Promotions in the automotive sector 

 An Italian advertisment for Nissan, featuring digital radio, from the daily newspaper “la Repubblica”

 

 

 

 

 

 Fiat promotion for the Fiat 500X in Italy featuring digital radio.

'The Fiat 500X can be yours for €149 per month, with 17 "alloy wheels and Uconnect touchscreen with Digital Radio.'

 

 

 

 

Product Promotions

Digitalradio.it spread the love by using a special wrapped digital receiver as Christmas gift, to giveaway even during the DJ talks/quiz.

  

For more info about today's DAB+ coverage of Italy please visit the web site www.digitalradio.it

02.08.2017

 

In June 2017 the new director of RAI Radio, Roberto Sergio, has reinforced the Italian public broadcaster RAI’s commitment to DAB+ rollout in Italy by confirming the launch of five new stations, bringing the total number of RAI radio stations on DAB+ up to 10 (five simulcast and five digital only).  The new stations will offer Italian music, classical and opera, concerts and regional news, children's radio, variety and fiction. Discover more here. Download a video which was shown at the press conference here.

Heavyweight industry funded marketing campaigns across a variety of media platforms to promote digital radio have been running in Italy since 2013. Radio campaigns promote DAB+ digital radio across the 13 main national commercial FM networks (plus several local radio stations). National broadcasters do cross promotion of digital radio via www.digitalradio.it and daily and periodical press as well as social media channels including facebook, twitter and soundcloud.

2014: I discover digitalradio
2015: I learn digital radio
2016: I use digitalradio…and you?
2017: the magic of digital radio DAB+ in your car!

All the marketing campaigns are based on radio spots set in the car as 80% of radio listening is in-car in Italy. The campaigns are broadcast by all private national radio stations and many local radio stations. With more than 1,000 spots the campaigns have covered 23 million listeners.

2017 Campaign

The campaign in 2017 has over 500 spots a week. Four flights will take place in 2017.

Spot 1

Spot 2

Spot 3

The first 2017 flight was from 6-26 February 2017 for three weeks. The second 2017 flight was from 1-14 May 2017 for two weeks. The third 2017 flight is now on air and will air from 1-27 August, 2017. The three spots may be heard at https://soundcloud.com/digitalradioit. The fourth flight will take place 13 November to 3 December, 2017. The 2017 campaign is aired on FM by the 10 national commercial radio members of DAB Italia and EuroDAB, together, by using the same three radio spots or a minimum of 38 spots per week each radio (= 380 spots per week = 1.520 in the time frame). The campaign will hit approximately 30 million radio listeners in Italy per day.

 

May 2016

A new marketing campaign has launched in Italy from 23 May for three weeks to help promote digital radio. The advert will be broadcast on both national and local commercial radio stations and coordinated marketing activities involve 12 national broadcasters. With more than 1,000 commercials the campaign will have a coverage of over 23 million listeners.

May 2015

All DeeJayTen Firenze (17 May) and DeeJayTen Milano (11 October) runners will get a 10% discount on Pure digital radio receivers at all MediaWorld stores in Tuscany and Lombardia.

March 2015

A new marketing campain to promote digital radio is running in four phases with four new radio spots - a version voiced by Dj Albertino is running across the main national commercial FM broadcasters and several local radio stations. More information is available here.

January 2014

In January 2014 DigitalRadio.it ran a national advertising campaign to inform consumers, retailers, car vendors, car dealers and all stakeholders of what digital radio is to make them aware that digital radio is coming. The campaign aired on the 10 main national commercial networks (plus several local radio stations) with 6 to 8 passages per day of a common 45 seconds spot (the same spot which was broadcast 1,900 times in August and October 2013) on FM (over 23 million listeners per day).

mid-August and October 2013

In mid-August 2013, in October 2013 and from Januray 13th 2014 for three weeks, a campaign promoting DAB+ 

digital radio will was aired by the 10 main National Commercial FM Networks (plus several local radio stations), covering more than 23 million daily listeners. The campaign was aired on twelve national radio stations, from 6 to 12 - 45 second spots each day each, for several weeks.

Print advertising

Two page advertisement promoting digital radio in Italy in the August 2013 edition of Quattroruote magazine. Trasmissioni DAB Disturbi zero col digitale

A one page advertisement promoting digital radio in the newspaper 'Sole 24 Ore' Advertisement from 'Sole 24 Ore'

 

 

 

 

Offers and Promotions in the automotive sector 

 An Italian advertisment for Nissan, featuring digital radio, from the daily newspaper “la Repubblica”

 

 

 

 

 

 Fiat promotion for the Fiat 500X in Italy featuring digital radio.

'The Fiat 500X can be yours for €149 per month, with 17 "alloy wheels and Uconnect touchscreen with Digital Radio.'

 

 

 

 

Product Promotions

Digitalradio.it spread the love by using a special wrapped digital receiver as Christmas gift, to giveaway even during the DJ talks/quiz.

  

For more info about today's DAB+ coverage of Italy please visit the web site www.digitalradio.it

01.08.2017

 

In June 2017 the new director of RAI Radio, Roberto Sergio, has reinforced the Italian public broadcaster RAI’s commitment to DAB+ rollout in Italy by confirming the launch of five new stations, bringing the total number of RAI radio stations on DAB+ up to 10 (five simulcast and five digital only).  The new stations will offer Italian music, classical and opera, concerts and regional news, children's radio, variety and fiction. Discover more here. Download a video which was shown at the press conference here.

Heavyweight industry funded marketing campaigns across a variety of media platforms to promote digital radio have been running in Italy since 2013. Radio campaigns promote DAB+ digital radio across the 13 main national commercial FM networks (plus several local radio stations). National broadcasters do cross promotion of digital radio via www.digitalradio.it and daily and periodical press as well as social media channels including facebook, twitter and soundcloud.

2014: I discover digitalradio
2015: I learn digital radio
2016: I use digitalradio…and you?
2017: the magic of digital radio DAB+ in your car!

All the marketing campaigns are based on radio spots set in the car as 80% of radio listening is in-car in Italy. The campaigns are broadcast by all private national radio stations and many local radio stations. With more than 1,000 spots the campaigns have covered 23 million listeners.

2017 Campaign

The campaign in 2017 has over 500 spots a week. Four flights will take place in 2017.

Spot 1

Spot 2

Spot 3

The third 2017 flight is now on air and will air from 1-27 August, 2017. The three spots may be heard at https://soundcloud.com/digitalradioit. The fourth flight will take place 13 November to 3 December, 2017. The 2017 campaign is aired on FM by the 10 national commercial radio members of DAB Italia and EuroDAB, together, by using the same three radio spots or a minimum of 38 spots per week each radio (= 380 spots per week = 1.520 in the time frame). The campaign will hit approximately 30 million of Italian radio listener in the average day

 

May 2016

A new marketing campaign has launched in Italy from 23 May for three weeks to help promote digital radio. The advert will be broadcast on both national and local commercial radio stations and coordinated marketing activities involve 12 national broadcasters. With more than 1,000 commercials the campaign will have a coverage of over 23 million listeners.

May 2015

All DeeJayTen Firenze (17 May) and DeeJayTen Milano (11 October) runners will get a 10% discount on Pure digital radio receivers at all MediaWorld stores in Tuscany and Lombardia.

March 2015

A new marketing campain to promote digital radio is running in four phases with four new radio spots - a version voiced by Dj Albertino is running across the main national commercial FM broadcasters and several local radio stations. More information is available here.

January 2014

In January 2014 DigitalRadio.it ran a national advertising campaign to inform consumers, retailers, car vendors, car dealers and all stakeholders of what digital radio is to make them aware that digital radio is coming. The campaign aired on the 10 main national commercial networks (plus several local radio stations) with 6 to 8 passages per day of a common 45 seconds spot (the same spot which was broadcast 1,900 times in August and October 2013) on FM (over 23 million listeners per day).

mid-August and October 2013

In mid-August 2013, in October 2013 and from Januray 13th 2014 for three weeks, a campaign promoting DAB+ 

digital radio will was aired by the 10 main National Commercial FM Networks (plus several local radio stations), covering more than 23 million daily listeners. The campaign was aired on twelve national radio stations, from 6 to 12 - 45 second spots each day each, for several weeks.

Print advertising

Two page advertisement promoting digital radio in Italy in the August 2013 edition of Quattroruote magazine. Trasmissioni DAB Disturbi zero col digitale

A one page advertisement promoting digital radio in the newspaper 'Sole 24 Ore' Advertisement from 'Sole 24 Ore'

 

 

 

 

Offers and Promotions in the automotive sector 

 An Italian advertisment for Nissan, featuring digital radio, from the daily newspaper “la Repubblica”

 

 

 

 

 

 Fiat promotion for the Fiat 500X in Italy featuring digital radio.

'The Fiat 500X can be yours for €149 per month, with 17 "alloy wheels and Uconnect touchscreen with Digital Radio.'

 

 

 

 

Product Promotions

Digitalradio.it spread the love by using a special wrapped digital receiver as Christmas gift, to giveaway even during the DJ talks/quiz.

  

For more info about today's DAB+ coverage of Italy please visit the web site www.digitalradio.it