Austereo in collaboration with media agency Carat Australia is pumped about their latest multi-platform media solution for client Cool Ridge spring water that includes both the Today and Triple M radio networks, online and a national tour of live stand-up featuring Wil Anderson.
Austereo has created ten ‘webisodes’ following Anderson’s journey from writing his first joke for the upcoming Wilful Misconduct Tour, through to playing to packed houses at the Melbourne International Comedy Festival.
Anderson voices the Cool Ridge commercials on both the Triple M and Today networks melding the on air campaign with twitter updates, point of sale material and online integration on both radio networks’ websites.
Since 2009, the Cool Ridge brand has been built around the proposition of ‘getting things out of your system.’ Building on that, the key message for 2010 is, ‘Laughing it out of your system’ with Australian comedian Wil Anderson.
Ellie Vince, Marketing Manager for Schweppes Australia says, “With a limited budget, the combined strength of Radio and Online working together became the key channels to deliver our awareness objective.
“We weren’t looking for any old celebrity endorsement and certainly neither was Wil Anderson – but the Wilful Misconduct Tour sponsorship allowed Cool Ridge to share an insider view to the comedy creative process which through the weekly released webisodes is now available to consumers. The webisodes are posted live on Getitout.com weekly, but are also be shared across multiple platforms and are intended to encourage various ways of getting out of your system,” says Ms Vince.
James Bayes, Austereo Integration Strategy Director said, “Partnering with Wilful Misconduct provides an outstanding content platform to engage the target across multiple touch points both within the Austereo network and beyond.
“It’s representative of our approach to all client campaigns…. looking beyond just our radio and digital assets to the broader entertainment space with a view to creating meaningful exchanges between consumers and the brands they choose to interact with,” says Bayes.
Business Manager for Carat Melbourne, Fran Best said, “Together we have created truly integrated, interesting and meaningful content. It’s not just creating content for the sake of creating content.”
View the online component to Austereo’s ‘Wilful Misconduct Tour’ for Cool Ridge at www.getitout.com.au