MixFM takes to the public couch for Uncle Toby’s
The Australian Radio Network’s Mix FM has created a branded content campaign for Uncle Toby’s which will next week see TV presenter Zoe Sheridan carry out a series of interviews with high profile women on a distinctive red couch in public venues across Australia.
The project is to support the cereal brand’s Go Red For Women initiative on behalf of the National Heart Foundation.
The “heart to heart” interviews – with a mixture of authors and media personalities – will take place at South Bank in Melbourne on Tuesday, Milsons Point in Sydney on Wednesday, King George Square in Brisbane on Thursday, and the Art Gallery of South Australia in Adelaide on Friday.
The interviews, will be featured on MixFM stations, uploaded to the project’s YouTube channel and also shared through Facebook and Twitter.
Paul Parker, ARN’s group director of sales, said the intention of the campaign was to go “outside of the typical radio environment”.
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In the past couple of months, radio seem to be delivering a really strong showing of campaigns like this. It’s an impressive and strong campaign. I work in print and I could only hope we’d come back to clients with ideas like this. Sadly we don’t.
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Nick, sad to say, but I went down to check this campaign out and it failed in delivering any kind of presence for any of the parties involved. Nice idea but very letdown on the implementation. This would have been the perfect platform to get some branding and recognition for Mix, The Heart Foundation & for Uncle Tobys but was poorly executed with no branding and no information for people walking by to even know what was happening.
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