This is a six-week on-air movement calling out to listeners to get out there with sports, fitness, food, music, travel and ‘Get Some Sun’ in the process
BestMediaInfo Bureau | Delhi | February 26, 2014
After differentiating its format substantially across its seven metro markets to cater to an intelligent, educated and well-profiled listener, Radio One has created a ‘high impact content initiative’ to suit its audience’s taste. ‘Micromax - Get Some Sun’ is a six-week on-air movement calling out to listeners to get out there with sports, fitness, food, music, travel and Get Some Sun in the process.
The station has roped in six celebrity ‘sun chasers’. Leander Paes (sports), Milind Soman (fitness), Rocky, Mayur (Food), Shaan (Music), and Ian Wright (travel). The concept uses social media and YouTube combined with a high impact, all day long show to create engagement with its listeners who are looking to explore new activities every day.
Micromax is the title sponsor and Bookmyshow is the ‘powered by’ sponsor. ‘National Associate sponsor’ is Mahindra Automotive. A host of local sponsors in the seven cities are also supporting this ‘first of a kind activity’ on Indian radio.
In order that audiences aggregate around the show, even before it goes on air, Radio One launched a facebook community a month ago – www.facebook.com/RadioOneGetSomeSun. Here, well profiled listeners share their ‘fun in the sun moments’ pictures to win ‘100km of sunshine’ in the form of fuel vouchers for a contest that ran for four weeks. The page has over 30,500 #SunChasers in a period of a few weeks. Listeners here put up amazing pictures of their best moments in the sun and discussions around them create increased engagement. A video of their ‘fun in the sun’ pictures was also created to bring alive ‘co-created’ content.
‘We Are Sun Chasers’ song
The tribe of ‘sun lovers’ online was branded ‘Sun-chasers’ and the in-house Radio One band created an original song and video called ‘We are Sunchasers’ to drive traffic to the concept. The song can be seen at http://www.youtube.com/watch?v=0Klart5l2cI and is a free download to listeners. It is now the official ‘sun chaser’ anthem with more than 19,000 views in the ‘sun chaser’ community on YouTube. The song has a huge following of listeners on-air too on Radio One. It also forms the ‘sound design’ for the activity promotion.
Community members or ‘sun chasers’ as they are called have started to receive invitations from Radio One to the most interesting ‘sunny’ events across the cities, from golf tournaments to bike rides to football matches, music shows, obstacle runs and many more interesting activities, courtesy the ‘Get some sun’ event partner members offering these events which have crossed more than 100 in the last 30 days. These activities will be offered to listeners throughout the activity period. Listeners will also win SunChaser merchandise like sunglasses and bags
The on-air leg kicked off on February 24, 2014, with the station and its hosts getting into the ‘get some sun’ attitude across day parts across all its seven stations. Content will range from what people love to do in the sun be it sport, fitness, food, music, travel and this is peppered with excellent advice and engagement by celebrities who live and breathe the ‘sunchaser’ culture. These celebrities have been branded as ‘Sunchaser sportsThe celebs and the hosts of the station together with listeners will discuss the best activities one can indulge in, in the sun, thereby sharing their most rewarding experiences. Regular guests of the show will also talk about their favourite ‘fun in the sun’ moments and of course the music will reflect ‘sunshine and happiness’ throughout the day.
Vineet Singh Hukmani, MD & CEO, Radio One, said, “We have decided to up the engagement quotient with our listeners, both on-air and online. Our teams in programming, digital marketing, sales and solutions have together come out with this unique concept which is our IPR. This not only allows excellent content and entertainment for our listeners but offers the advertiser a highly engaged, well targeted audience to the concept. Our innovation, unlike the industry which focuses only on mass one-way reach, is to ‘engage a well-profiled, educated audience using a combination of on-air and two-way online connect. Over 90 per cent of our educated higher net worth listener base is online all the time but also loves to explore new outdoor activities.”