It wasn?t video that killed the radio star ? it was pop music.
The latest project to roll out of Baltimore advertising agency Planit is “Antipop,” a campaign for 89.7 WTMD, Towson University?s public radio station.
“This was a phenomenal opportunity for our agency to work on a dream project for a station that the majority of the agency listens to,” said Flint Cohen, the associate creative director at Planit. “We were primarily looking to gain awareness with the campaign.”
WTMD plays a mixture of folk, blues and acoustic-based rock commonly categorized as “indie” music. “Antipop” is the first campaign of its kind to be launched for the radio station.
“One of the challenges for any radio station is that it?s harder now to get people toknow who you are, because there are so many other options, like YouTube and streaming audio and Pandora,” said Steve Yasko, general manager for WTMD. “We?ve always known that we needed more awareness, but we aren?t as skilled as the folks at Planit. Our job is to promote really great rock ?n? roll that others won?t play on the radio.”
The campaign consists of three print ads, all running in Urbanite magazine, which features people who have embarrassed themselves as a result of listening to too much pop music.
“The concept that this campaign was built on was about capturing the uniqueness of WTMD ? by featuring people who?ve been broken of a pop music addiction by discovering the station,” said Angela Walseng, brand communications manager at Planit. “There?s originality in this campaign, and it works because it?s not only creative, but it is true to the station and it is resonating with the public.”
Cohen said Planit is also looking into alternative ways to get WTMD?s message out in the public through media trade publications.
“A well-run campaign can?t rely solely on the traditional three ? radio, TV and print,” he said. “We are looking into new media possibilities, especially to reach our target audience.”
“The audience we are trying to reach is not listening to traditional radio stations ? that?s why they like WTMD so much,” Planit President Matt Doud said. “The guerilla and nontraditional marketing is where it?s going to hit this audience best.”
Planit
500 E. Pratt St., Baltimore
410-962-8500
planitagency.com
