Sky Broadband and the FM104 Roadhog, a match made in urbanmedia!
Sky chose to partner with FM104 to continue to drive awareness and footprint in Dublin. FM104 dominates the Dublin market for 25-44-year-olds, boasting the highest market share with a weekly reach of 21.3% and the highest listenership – 258,000 people, making this partnership an obvious choice.
To address the brief, the revival of the FM104 Roadhog was initiated. This iconic outside broadcast (OB) unit, synonymous with Dublin, had been inactive since before the pandemic and was in a dilapidated state in storage. However, we believed that bringing back one of Dublin’s most iconic vehicles would effectively drive the partnership and generate the awareness and buzz we aimed to deliver for Sky.
The Roadhog has always been FM104’s pride and joy, serving as their home outside the main studios and allowing them to engage directly with their listeners. This purpose-built, customised 64-foot trailer is a showstopper due to its sheer size. It is the most recognizable outside broadcast vehicle ever to hit the streets of Dublin, if not the entire country.
The Roadhog brings Dublin’s Hit Music Station and its advertisers to the heart of the action, appearing at high-traffic locations, shopping centres, sports events, concerts, and main pedestrian routes. It connects with listeners, enabling them to meet the presenters and feel a part of the radio station.
The objective for this campaign was twofold – drive awareness of Sky’s growing footprint offering full fibre in more homes across Dublin. Drive awareness locally tapping into key areas in Dublin where the rollout has happened to date.
The initial deal included sponsorship of the Roadhog with several on-air mentions per day, guaranteeing Sky-dedicated outdoor broadcasts (OBs) each month and in-store OB’s from Sky’s flagship retail stores. This strategy effectively dominated the airwaves and directly engaged with their potential customers in the heart of the communities.
Digital audio geotargeting in the Dublin area helped elevate the messaging that Sky is now available in multiple new areas across the city.
The on-air campaign was complemented by an online element, featuring a dedicated webpage and advertorials that reinforced all Sky Broadband messaging in alignment with their on-air content. An event calendar was included to drive engagement and awareness, informing listeners where the FM104 Roadsters would be located.
Web Page example here:
https://www.fm104.ie/features/sky-broadband-sponsors-of-the-fm104-roadhog/
Advertorial example here:
https://www.fm104.ie/news/buzz/discover-skys-new-ultimate-streaming-deal/?preview=1
Through this sponsorship, FM104 has also strengthened relationships with partners such as Dublin City Council, Retail Parks, and the Bord Gáis Energy Theatre, who recognised the benefits of having the Roadhog back on Dublin’s streets.
