hot 91.1
Click here to skip straight to the campaign executions.
​
Or click here to view the full campaign plans book including budgeting and scheduling.
Client:
-
The client for this project was the Sunshine Coast radio station, Hot 91.1
​
We had the opportunity to visit the Hot 91.1 office and meet with Cassy Small, the QLD and NT promotions manger for Hot 91.1's parent company Grant Broadcasters.
My Role:
-
I completed this project as part of a four person team, with my team members being Alyssa Cherry, Andrew Bremner and Michael Dewet.
​
My role in this project was developing all the advertising executions for this campaign, including the public events, social media advertising and bus advertising.
​
I also completed all budgeting and scheduling for this campaign.
The Brief:
-
Hot 91.1 is a radio station primarily aimed at an older target demographic, as demonstrated by their original tagline "80's, 90s & Now".
Due to this positioning, Hot 91.1 maintains poor listenership with younger demographics, such as audiences aged 20 - 30.
​
Hot 91.1 has recently changed their tagline to "Today's Best music" and tasked our team with creating a large advertising campaign which could attract a younger demographic of listeners to the station.
Target Market:
-
The target market for this campaign is men and women aged 20 - 35, living in the Sunshine Coast area.
​
This demographic commonly has an increased ability with communication technology, a liberal approach to politics and identifies with cultural moments shared with their peers.
Insights:
-
Based on research gathered, people are unaware of the changes made to HOT 91.1 through re-branding or music. Many millennials and older generations are still under the conception that they are predominantly an 80s and 90s station.
​
The aim of the campaign is to create awareness to the changes made to HOT91.1, especially with millennials and younger generations, but also everyone else as a whole. We plan to do this whilst also maintaining the current viewer base so as to not alienate them.
The end goal is to convince younger generations to listen to the radio, by creating “The Interruption” we are showing to millennials and young adults that Hot 91.1 is interrupting the current radio media and creating a conversation for the youth of today.
The Idea:
-
The concept of our Big Idea is to interrupt the current perceptions that the younger generations hold towards Hot 91.1FM.
This will be implemented through a weekly radio show called "The Interrupters", hosted by popular Australian social media figures such as Alex Hayes. This radio show will provide a segment on Hot 91.1 specifically crafted to appeal to the target market, providing the larger advertising campaign with suitable content to drive audiences towards.
​
The content discussed will include an abundance of controversial topics which will create an open dialogue between the Interrupters and the audience. This will develop a relationship between the hosts and listeners which will then allow a shift in the current perceptions that our target demographic holds towards the Hot 91.1 station.
​
The campaign will run for over a month during the month of Febuary, 2019. Multiple advertising techniques will be implemented to allow success within our campaign, such as interactive social events, and promotions through digital and print media.
Executions:
-
Public Events:
One strategy that will be implemented is to use The Interruption radio show in public promotional events that attract attention within the target market. These promotional events would take place in locations popular among the target demographic.
The content of the event will be dictated by the location and be designed to attract interest from surrounding people/listeners.
These promotional events would take place on Fridays during The Interruption radio show, meaning there will be four in total over the course of the campaign.
Ocean St. Nightlife Hub:
The first week’s promotional event will be an on-site broadcast of The Interruption on Ocean Street.
The bars located on Ocean Street would be offered a partnership to play Hot 91.1 within their establishment, in exchange for the chance to promote their business on the broadcast. The broadcast would consist of covering upcoming events in Ocean Street and talking to locals about their plans for the night/weekend.
The aim of this event is to expose the target market within Ocean Street to Hot 91.1 and create interest by educating people about upcoming events. The hosts would strive to create a laidback environment, emulating what it is like to hang out with friends after work.
Beach Yoga:
The third weeks promotional event is an on-site broadcast from Mooloolaba Beach.
The location was chosen due to the popularity of the area within younger demographics, however it was determined additional attractions were needed to ensure their presence on this particular day.
The first suggested attraction is a beach-side yoga class ran by a local instructor (e.g. Georgia Haggarty). The second suggested attraction is a surfing class/session ran by a popular local surfer (e.g. Julian Wilson).
The instructors of these attractions could then be featured on the broadcast to educate the audience about their area of expertise and promote their own ventures in exchange.
​
The broadcast will also include interviews with participants of these attractions, or local residents, focusing upon Sunshine Coast lifestyle (e.g. local cafe recommendations, events/organisations they are part of, etc.).
Sunshine Coast Plaza:
The first week’s promotional event will be an on-site broadcast of The Interruption on Ocean Street.
The bars located on Ocean Street would be offered a partnership to play Hot 91.1 within their establishment, in exchange for the chance to promote their business on the broadcast. The broadcast would consist of covering upcoming events in Ocean Street and talking to locals about their plans for the night/weekend.
The aim of this event is to expose the target market within Ocean Street to Hot 91.1 and create interest by educating people about upcoming events. The hosts would strive to create a laidback environment, emulating what it is like to hang out with friends after work.
Uni O-Week:
This will be the finial public event and will take place at the University of the Sunshine Coast during O-week.
The on-site broadcast will be interviewing students about uni life, their degrees and their interests. The broadcast will also include a discussion with students about “big issues” (Great Barrier Reef, Drug Policy etc..), which is a format that has seen large online interest recently within the target market.
The event will also include an activity where participants will throw water bombs full of paint at a plain wall. At the end, a professional graffiti artist will come and paint The Interruptions logo on top of this background.
This aims to be a fun activity that attracts interest from students, while also maintaining and communicating the imagery of The Interruption. This wall will then serve as an advertisement for the following weeks.
Social Media:
The second strategy is to create Facebook, Instagram and YouTube accounts for “The Interruption”, and use advertising on these mediums to gain brand awareness within the target audience.
The Interruptions social media accounts would focus on posting content and news topics that are interesting to the target audience such as popular culture or local event updates.
The advertising on these mediums will communicate the SMP by using a grungy art style to position The Interruption as an underground takeover.
The new, young hosts could be featured in advertisements to communicate to the target audience that The Interruption is representing their demographic.
Bus Advertising:
Bus advertising was chosen due to the reach and physical exposure it can grant across the Sunshine Coast region. It was also chosen due to the exposure to surrounding cars, which is effective for radio since research has shown radio listenership, including within the target market, is higher while driving.
The advertising on this medium will remain consistent with the established positioning of The Interruption by using graffiti type imagery and relatable hosts. These advertisements goal is to position The Interruption as representing the target market on radio and to use this positioning to generate interest within the target market.
​
