MediaWorks has launched a new brand campaign, with the “New Zealand listens to us” putting the focus on audio and the network’s millions of listeners every week.
MediaWorks has 10 radio stations including More FM, The Rock, Breeze and The Edge, and rova Studio podcasts including Kiwi Yarns, DSPN, Editor in Chief, Not for Radio and Let Her Finish. Their Out-of-Home (OOH) operations recently aligned with QMS Australia to refocus the network on audio.
CEO Wendy Palmer said:
“Audio is in our DNA, and refocusing on our core expertise is already proving to be the right move for our people and our partners. It allows us to double down on what we do best.”
Director of Content Leon Wratt added:
“It’s back to our roots. Audio is what we’ve always been bloody good at. New Zealanders listen to us because we’ve always entertained them and kept them up to date with what’s happening. We’re like a trusted friend.”
Last month MediaWorks announced a post-tax profit of $3.8 million, a turnaround of $22 million from the $18.2 million loss reported in FY24.
The new radio campaign has a catchy MediaWorks “sonic tag” at the end.
Ads starts with a MediaWorks employee cheerfully answering the phone, “MediaWorks complaints, how can I help?” The caller goes on to complain about the sounds of various ads becoming unforgettably lodged in brains.
Which is, of course, the point.
Brand and Creative consultant for the project, David (DT) Thomason, believes too many advertisers don’t realise the power of repeated audio to drive advertising effectiveness.
“The best place to put your brand is inside the customer’s brain. And the things people remember most easily are the things they’ve heard repeatedly. You need to make your brand sound good.”
The MediaWorks campaign is live now. Rival network NZME have launched new branding for their top rating Newstalk ZB this month too.
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