Online – Urban Media https://www.urbanmedia.ie Bring Your Message to New Urban Audiences with Our Market Leading Radio Brands and Brilliant Content Creators Fri, 01 Oct 2021 11:45:19 +0000 en-GB hourly 1 https://wordpress.org/?v=5.8.10 https://www.urbanmedia.ie/wp-content/uploads/2016/04/cropped-site-icon-32x32.png Online – Urban Media https://www.urbanmedia.ie 32 32 110549666 Back Garden Festival https://www.urbanmedia.ie/portfolio/back-garden-festival/ Tue, 13 Oct 2020 11:40:21 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=4698 We created a 24/7 stream of the artists who would have performed in Ireland during Summer 2020!

About the Stream

Due to Covid-19, the summer festival scene for 2020 was cancelled. We missed out on Forever Young, Saltwater, Forbidden Fruit, Independence, Body and Soul, Sea Sessions and Electric Picnic. That’s why we worked with out partner radio brands to create Back Garden Festival, a 24/7 music stream featuring the artists who would have played this summer!

A key feature of BGF was exclusive “virtual music sets” which magically recreated the experience of being at a live show for one of the top artists who we all missed this summer.

Harvey Norman came onboard to sponsor the stream, a perfect partnership considering their extensive range of speakers, headphones and high end audio gear.

 

Promoting Back Garden Festival

The stream was extensively promoted on air across the eight stations that featured it. The stations also heavily promoted it across their social channels, including featured giveaways of Harvey Norman tech.

 

 

Listening to Back Garden Festival

Listeners could tune in to Back Garden Festival through our station websites, apps, and digital radios/smart speakers.

 

 

Results
  • Overall, the Back Garden Festival campaign across all our stations’ social channels had a reach of 2,180,000.
  • Broken down, our reach across Facebook was 963K, Instagram was 841K, and Twitter was 162K.

 

 

]]> 4698 Viral Instagram Filters https://www.urbanmedia.ie/portfolio/friends-more-instagram-filter/ Thu, 13 Feb 2020 11:56:16 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=2144 We created a series of ‘Which Character are you?’ Instagram Filters

About the Client and Campaign

station logos

We had seen a couple of ‘Which _____ are you?’ quiz filters on Instagram and noticed they hadn’t really caught on with Irish media outlets and agencies yet.

We thought we’d try our hand at creating some for FM104, U105 and Cork’s 96fm — The results didn’t disappoint!

Which Friends Character Are You?

The first filter we created was Which Friends Character are you? for FM104‘s Instagram account. It was an instant hit, with tonnes of our followers seeing it and giving it a go.

However, the exposure of the filter skyrocketed when Courtney Cox tried it out! Countney’s post of herself using the filter received international press coverage, resulting in millions of impressions for the filter, and caused her Friends co-star Jennifer Anniston and Hollywood A-lister Brad Pitt to also try out the FM104 filter.

Brad Pitt using which Friends character instagram Filter

Courtney Cox using which Friends character instagram Filter

Jennifer Aniston using which Friends character instagram Filter

The filter proved a hit with Hollywood A-Listers and their followers — Courtney Cox’s post alone was seen by over 9.5 Million Instagram users.

Cosmopoliton Courtney Cox instagram filter screeshot

Courtney Cox instagram filter Good Morning America story

Huffpost Friends instagram filter story screenshot

People magazine screenshot Brad and Jen friends filter story

Just a sample of the international press coverage that the filter generated.

Results
  • 2.4 Million Impressions
  • 413k Captures (Users who used the filter)
  • International press coverage including stories in People, HuffPost, Buzz Feed, Cosmopolitan, Good Morning America and Entertainment Tonight.

Which Derry Girl are you?

This filter was created for U105, and also proved to be extremely popular. It was used by Derry Girls star Nicola Coughlan, and ended up with over 1M impressions on Instagram.

Nicola Coughlan using Which Derry Girl are you instagram filter

Results
  • Over 1M Impressions
  • 203k Captures

Which Young Offender are you?

Our most recent filter, Which Young Offender Are You? was created for Cork’s 96fm. It has been tried out by a number of the cast from the hit show.

Demi Isaac Oviawe using the Which Young Offender are you instagram filter

Jennifer Barry using the Which Young Offender are you instagram filter

PJ Gallagher using the Which Young Offender are you instagram filter

Results
  • 107K Impressions
  • 15K Captures
 
 
]]> 2144 Ireland’s Great Get Together https://www.urbanmedia.ie/portfolio/irelands-great-get-together/ Wed, 13 Jun 2018 13:01:56 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=1786 Read more…]]> Our nationwide radio network got together to help prevent family homelessness.

About the Client and Campaign


Focus Ireland and Bord Gais Ireland Logos

Ireland’s Great Get Together is the annual partnership between Focus Ireland and Bord Gáis to fight family homelessness.

This year, urbanmedia harnessed the national reach of our radio network to raise awareness of the event.

Goals
  • Drive participation in the Focus Ireland and Bord Gáis event
  • Broaden awareness of Focus Ireland‘s charity mission and values
  • Ultimately, raise funds and widen knowledge amongst our national audiences to help prevent family homelessness

Here’s how Ireland’s Great Get Together sounded

  1. Ireland's Great Get Together Main Promo 0:21
  2. C103 Nick Richards Focus Ireland OB 0:49
  3. Live95FM Focus Ireland Limerick Today Segment 14:56
  4. LMFM Focus Ireland Promo 0:47
  5. Q102 Focus Ireland Promo Martin King 0:40
  6. Q102 Promo Recap 7:05
  7. WLR FM Focus Ireland Promo 0:40
  • 15 x 20sec TAP pre promos per week across UA (running Q102, C103, L95, LMFM, WLR) x 4 weeks
  • 15 x 20sec Live DJ Talk ups PT per week across UA (running Q102, C103, L95, LMFM, WLR) x 4 weeks
  • 15 x 20sec PT UA spots (all stations in urban access ex. GBFM) x 4 weeks

Here’s how Ireland’s Great Get Together looked

On Air personalities from each station engaged their audiences with Facebook videos.

These videos were at the start of the campaign, encouraging people to get involved and sign up to the Focus Ireland event.

Cork’s C103 made Ireland’s Great Get Together the centrepiece of their 20th April outside broadcast, on the afternoonEric Griffin Show in Clonakilty.

Here is their Thank You video after a successful outside broadcast:

LMFM hosted a bake sale fundraiser, raising funds, generating interest and reaching 1000s across their social media network.

Live 95FM had a tea and cake fundraiser on the morning of 20th April, with everyone in the station getting involved.

We also used caption videos to raise awareness of the wider social problem of family homelessness.

Martin King from Q102 held a coffee morning for Ireland’s Great Get Together on O’Connell Street.

Display Ads for Ireland’s Great Get Together

To further cement the campaign, we ran display ads in various formats across our 8 station national network.

Display Ad Performance for Ireland’s Great Get Together

Line Item Ad Server Impressions Ad Server Clicks Ad Server CTR
Billboard 99,355 70 0.07%
MPU 100,005 34 0.03%
Leaderboard 99,361 56 0.06%
Mobile Banner 100,003 328 0.33%
Total 398,724 488 0.12%
Results
  • Social Impressions » 350K
  • Social Video Reach » 31K
  • Display Ad Impressions » 400k
 
 
]]> 1786 A Very Arnotts Christmas https://www.urbanmedia.ie/portfolio/arnotts/ Thu, 24 May 2018 08:19:51 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=1684 Read more…]]> We helped the legendary Dublin department store Arnotts reach new heights

About the Client and Campaign

Arnotts Logo
Arnotts wanted to know what Christmas meant to Dubliners.

We devised and ran a multi platform campaign. It included both video and social, alongside innovative on air promos.

Goals
  • Drive awareness of Arnotts’ Christmas offerings
  • Connect with FM104’s affluent urban listenership

Arnotts On Air Campaign

  1. Arnotts Christmas Campaign FM104 4:17

The Arnotts On Air promotion drastically exceeded our expectations, and also the norm, with almost 11,500 entries over the two week period on FM104’s Strawberry Alarm Clock.

  • Weeks » 2
  • Promos » 30
  • DJ Mentions » 40
  • Winners » 15

Rebecca Says

Rebecca McGrane

“Huge response, people seemed to love the brand and the flexibility of the card made it a mass appeal prize.”

Arnotts Social Campaign

Bressie stood in for Jim-Jim as co-host The Strawberry Alarm Clock in Arnotts to really boost the campaign.

The Social Media element of this campaign was massively successful in terms of reach and entries but also in showing off Arnotts’ warm Christmas atmosphere.

Sasha Says

Sasha Hamrogue

The social campaign with Arnotts and FM104 has been a huge success in terms of engagement, views and reach. The use of creative, short social video throughout the campaign proved to be very effective, especially shooting instore.
Collaborating with the client, we changed the suggested copy for a shorter, less commercial approach. The results are obvious; massive engagement and a big increase in entry levels.
Overall Results
  • Entries » 11,500
  • Reach » 1,023,000
  • Views » 286,000
  • Engagements » 32,000
 
 
]]> 1684 A Beautiful Partnership with Brown Thomas https://www.urbanmedia.ie/portfolio/brown-thomas/ Mon, 21 May 2018 08:50:35 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=1257 Read more…]]> Perfect brows, smoky eyes and non-touring…

About the Client and Campaign

Brown Thomas Logo
We partnered the legendary Dublin department store with FM104 for a popular video-based beauty hacks campaign.

Supported by a 2 week spot campaign, on air giveaway, advertorial and an interactive Snapchat session, the results were BEAUTIFUL!

Goals
  • Help raise the profile and awareness of the Brown Thomas Beauty Style Team
  • Focus on highly desirable and sharable beauty content
  • Personalise the brand with video profiles for each team member

Brown Thomas On Air Activity

  1. Brown Thomas Beauty Style Team Promo FM104 0:35
On Air Results
  • 21 x 40” TAP Spots ran over two weeks
  • 20% of Adults 4.2 times at a CPT of €4.67
  • 16% of ABC1’s 3.4 times at a CPT of €14.02
  • 16% of F ABC1’s 3.5 times at a CPT of €25.53

Brown Thomas Advertorials

Our content team researched and published three engaging advertorials.

» The One Mistake Most People Make When It Comes To Social Media And Makeup

» We Finally Have The Answer – Here’s What People With Perfect Brows Are ACTUALLY Doing

These raised awareness of the Brown Thomas Beauty Style Team among a core audience – 15-34 yo females in Dublin – with aspirational, desirable and sharable beauty content. Each article focused on a different member of the Brown Thomas Dublin Beauty Style Team and a different makeup skill, to match the video content.

Brown Thomas Dublin Beauty Style Team Videos

Our in-house video team shot on location at Brown Thomas for a beauty hacks series.

Video #1 covered ‘Non-Touring’ and was teased in advance across social with a 30 second edit.

Video #2 took a look at perfecting brows and eyes. Once again, we teased in advance.

Snap Session

We spent the afternoon in Brown Thomas with the Beauty Style Team and brought their knowledge and expertise to our SnapChat followers!

Brown Thomas Social Gift Card Giveaways

2 x €250 Gift Cards giveaways through FM104‘s crazy popular Facebook presence

Overall Results
  • Facebook reach/strong> » 189K
  • Snapchat Views » 8.6K
  • Web Views » 11K
 
 
]]> 1257 Calling All True Blue Dubs https://www.urbanmedia.ie/portfolio/aig-dub-hub/ Wed, 16 May 2018 09:22:24 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=1277 Read more…]]> Whisper it: we were the Dubs secret weapon on their march to glory

About the Client and Campaign

AIG logo
We partnered with AIG Insurance, Dublin GAA’s main shirt sponsor, and FM104, Dublin’s Hit Music Station.

Together, we delivered an on air weekly seasonal special, the AIG Dub Hub, to all true blue supporters. Read on to see how it went down a storm!

Goals
  • To amplify AIG’s sponsorship of Dublin GAA
  • To provide exclusive Dubs content to the fans
  • To increase awareness of AIGs Dublin partnership

On Air Campaign

Every Friday night during the championship season, we disrupted FM104’s normal schedule to bring Dublin GAA supporters a half hour Dub Hub special.

Hazel Nolan, FM104 Sports Editor, was joined by former Dubs stars Ross McConnell and Eamonn Fennell, as well as a rota of special guests, week-to-week.

Online Activity – Video

Eamonn Fennell previewed the 2017 All Ireland final by giving Hazel Nolan a behind the scenes tour of Croke Park.

Blogging Competition

Rob Hanrahan won a 2016 promotion to blog about the Dubs journey to championship glory.

Rob boosted his writing with live updates from games on Twitter.

When regular host Hazel Nolan was away in 2017, Rob even went on to host a Dub Hub show in 2017!

Digital Marketing

We leveraged FM104’s VIP Club marketing list to promote AIG’s sponsorship of Dublin GAA and arouse interest in the weekly show.

 
 
]]> 1277 FIAT Dominates The Airwaves https://www.urbanmedia.ie/portfolio/fiat/ Tue, 15 May 2018 14:37:33 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=710 Read more…]]> A major cross station, cross platform partnership with FIAT led to record interest and engagement for FM104.

? Reach » 70,433
? Views » 16,000
? Reactions » 212

About the Client and Campaign

Fiat Logo
FIAT came to us to launch their avant-garde, technology savvy SUV with iconic Fiat 500 design..

We enlisted FM104 personality and self-confessed petrol-head, Nobby, co-host of The Strawberry Alarm Clock.

Goals
  • Drive awareness of the FIAT 500X SUV across Ireland
  • Increase sales post-launch

On Air Activity

Presence in all FM104 daytime shows in pre-promotion, gameplay and post-game play activations was further fueled by substantial engagement across all digital and social assets throughout the partnership.

  1. FM104 FIAT 500X SUV Ad 0:30
  2. FM104 - FIAT Post-Promotion 0:41

Online & Digital

All 40k FM104 VIP Club members got the chance to enter directly from their inbox. This led to 3524 online entries – the highest online entry FM104 have ever experienced for a major station promotion .

FM104 Fiat Email Screenshot showing dark red Fiat 500X

Nobby from FM104’s Strawberry Alarm Clock, a self-confessed petrol-head, reviewed the FIAT 500X SUV for The Buzz.

The promotion continued on FM104’s Facebook page and across other digital assets:

Live On Air and Online Final

Nobby from FM104’s Strawberry Alarm Clock, camera crew in tow, surprised our lucky winner at work in a Facebook live broadcast.

The sight of Laura winning her Fiat 500X live garnered massive amounts of comments and major interest.

Overall Results
  • Combined Reach » 521,723
  • Combined Views » 123,546/li>
  • Combined Reactions » 3,698
 
 
]]> 710 Cool Wins At The Coors Light Ice Cave https://www.urbanmedia.ie/portfolio/coors-light-ice-cave/ Tue, 15 May 2018 14:32:00 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=896 Read more…]]> We grabbed life by the rockies to broadcast Coors Light messaging across Dublin

About the Client and Campaign

Coors Light Logo
Coors Light Ice Cave toured the UK and Ireland, allowing beer fans to experience a frosty Coors Light and dance the cold away to live DJs, blasting out the latest cool tunes.

We set ourselves the goal of attracting 5,000 people to this special event in central Dublin through a winning combination of innovative online and on air activity.

Goals
  • Drive engagement with 18-34 year old males before, during and after the experiential activity
  • Create awareness of, interest in, and desire for the Coors Light Ice Cave Dublin event
  • To develop affinity between the Coors Light core product and #LoveTheCold messaging and 18-34 year old male Dubliners

Coors Light Ice Cave On Air Campaign

We partnered with FM104 to give away €10,000.

The Roadhog pulled up in Camden St, Dublin, to give FM104 listeners and passers-by direct knowledge of the upcoming Ice Cave event and the chance to win €10k.

Here’s all the audio we broadcast:

  1. Coors Light Ice Cave Promotion Mentions on FM104 4:46
  2. Coors Light Ice Cave Pre-Promotion on FM104 0:50
  3. Coors Light Ice Cave Ticket Giveaway on FM104 4:43
  4. Coors Light Ice Cave Final Live on FM104 4:05

Coors Light Ice Cave Online and Social Activity

A generic Coors Light Ice Cave picture informing people of the competition as well as the event at the Ice Cave. Followed by a Facebook competition inviting people to ‘Name the Movie in Ice’.

As well as the Facebook post promoting the €10k giveaway, we switched FM104‘s Facebook cover photo to Coors Light Ice Cave branding.

Competition Results:
  • Reach » 492,195
  • Views » 22,988
  • Reactions » 3,992

Coors Light Ice Cave on Instagram and Twitter

Coors Light Ice Cave Final Media

Coors Light Ice Cave Overall Results

On Air Results
  • Liners » 386
  • Live Mentions » 150
  • Comp Entrants » 4,850
Digital Results
  • Total Reach » 852k
  • Video Views » 98k
  • Engagements » 24k
 
 
]]> 896 Radio and Digital: Perfect Ingredients https://www.urbanmedia.ie/portfolio/boutique-bake/ Mon, 14 May 2018 15:17:00 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=794 Read more…]]> Proof of how effective a combined radio and digital campaign can be

About the Client and Campaign

Boutique Bake Logo
Boutique Bake is an Irish food startup offering a range of delicious, easy to use baking mixes, using only the finest quality ingredients.

After devising and delivering an innovative multimedia campaign, we monitored consumer activity via brand awareness, digital channels and real world sales.

Campaign Goals
  • Drive awareness of Boutique Bake’s product offering and overall brand
  • Measure consumer activity following a coordinated onair and digital campaign
  • Commission special report by Amárach Research on the results

On Air Campaign

  1. Boutique Bake - Radio Ad #1 0:50
  2. Boutique Bake - Radio Ad #1 0:17

Display Ads – Boutique Bake

Social Promotion – Boutique Bake

Results and Findings – Boutique Bake

  • 62% of people have gone online after hearing a radio advert
  • 83% of people who went online after hearing a radio advert also said they looked out for the product in a shop
  • Brand Awareness for Boutique Bake grew by 175% over the campaign
  • Unique Users to BoutiqueBake.ie grew by 134% while the campaign was active
  • Through the Till Sales grew by 189% during the month of the campaign

More Details on the Boutique Bake Campaign

The campaign, which was active for 4 weeks in September of 2016, ran in conjunction with a specially commissioned study by Amárach Research titled Understanding the Relationship between Radio and Digital. The campaign was active across the radio, digital and social assets of the radio brands that urbanmedia represents.

The research demonstrated the incredibly strong relationship between radio and digital with 62% of people saying they had gone online after hearing a radio advert. Of those who went online, 89% said that they went directly to an advertisers’ website. Even more significantly, 83% of those who went online to find out more said that they followed this up by looking for the product in a shop.

advertisers-website-minretail-sales-minradio-advert-online-min

These findings were proven in our case study as we saw a 175% increase in brand awareness and 96% increase in purchase intent for Boutique Bake, from the levels measured prior to the campaign. There was also an increase of 134% in unique users to the Boutique Bake website during the month of the campaign and a staggering 189% increase in sales through the retail till in Tesco.

Gerard O'Neill, Catherine Buggy and Brian McCarthy

Catherine Buggy, founder of Boutique Bake commented:

“The campaign had a hugely positive impact on my business even outside of the obvious increases in sales and awareness. The first big benefit was in my relationships with my various retail buyers. The campaign has also helped to build the credibility of the Boutique Bake brand name amongst new customers.

As a relatively new food business in a category with some well established brands, the value of this is key and will be a long term benefit of having been involved with such a successful campaign”

Gerard O’Neill, Chairman of Amárach Research said:

“We run a number of tracking studies for brands to measure the impact of their marketing activities on awareness, cut through etc. The findings from the urbanmedia study are some of the most impressive that we have seen in recent years when it comes to shifts in attitudes and in sales performance.

What is exciting about the urbanmedia study is that it shows the combined impact of multi-channel communications on consumer engagement and retail uplift at a time when most advertisers and their agencies are seeking a new way to measure the effectiveness of their omnichannel strategies”.

Brian McCarthy from urbanmedia added:

“If we’re to expect our clients to invest with us, it’s our responsibility to prove how effectively we can build campaigns for them and the results presented today showcase just how effective we can be.

Our campaign with Boutique Bake and Amárach Research has shown dramatic increases in sales, brand awareness and online activity and more importantly helped take a brilliant small Irish business to the next level, something we’re very proud to have been a part of.

It also gives our clients some real life metrics to justify their investment with us, knowing that it is providing a significant return.”

 
 
]]> 794 Live Rent Free with Bank of Ireland https://www.urbanmedia.ie/portfolio/bank-of-ireland/ Mon, 14 May 2018 09:12:36 +0000 https://www.urbanmedia.ie/?post_type=jetpack-portfolio&p=1270 Read more…]]> What would you do with a year rent-free?

About the Client and Campaign


Bank of Ireland logo

Renting Sucks! Especially when you’re trying to save.

We teamed up with FM104 and Bank of Ireland to help them give one lucky person €25,000 and live rent free!.

Our campaign spanned social, digital and on air content. Read on to see how it flew!

Goals
  • Drive knowledge of Bank of Ireland‘s mortgage lending offering
  • Improve general brand awareness among a 18-35 demographic
  • Create a live on air final on FM104‘s breakfast show The Strawberry Alarm Clock

Bank of Ireland On Air Activity

  1. FM104 Bank of Ireland Promo 0:40
  2. FM104 Roadhog Bank of Ireland 3:19
  3. Strawberries Final Bank of Ireland 8:26

We took The Strawberry Alarm Clock on the road for a full day of live radio dedicated to the launch of the Bank of Ireland campaign!

On Air Results
  • Vox Pops Spots » 63
  • Promo Spots » 6.7%
  • Impacts » 2.7m
  • Live DJ Mentions » 55

Bank of Ireland Advertorial Activity

Our team of content writers developed campaign-relevant stories for our audience to enjoy which then directed them to the Bank of Ireland competition page.

» 10 Messages You’ll Find In Every Housemates’ Whatsapp Group

» Five Of The Cheekiest Rent Advertisements We’ve Ever Seen

» Nine Types of Housemate That Every Renter Has Lived With

» Top 20 Causes Of Housemates’ Arguments Revealed

Advertorial Results
  • Article Pageviews » 37,812

Bank of Ireland Social Activity

We shared the very funny Foil Arms and Hog video with our Facebook Fans

We hit the streets again to hear some of Dublin’s worst renting horror stories!

Facebook Results
  • Facebook Reach » 837k
  • Video Views » 221k

Bank of Ireland On Air Final

Jim-Jim and Nobby from The Strawberry Alarm Clock spent the morning at Bank of Ireland’s Stephen’s Green branch to give the €25,000 to one lucky winner.

 
 
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