Title	AUDIO SELFIES
Brand	P5 STHLM
Product/Service	RADIO
Category	A05. Media & Publications
Entrant	CP+B SCANDINAVIA Gothenburg, SWEDEN
Idea Creation	CP+B SCANDINAVIA Gothenburg, SWEDEN
Production	KOKOKAKA Gothenburg, SWEDEN

Name	Company	Position
Mattias Berg	CP+B Scandinavia	Creative Director
Petter Blomqvist	CP+B Scandinavia	Producer
Björn Höglund	CP+B Scandinavia	Executive Creative Director
Gustav Martner	CP+B Scandinavia	Executive Creative Director
Cecilia Forsberg	CP+B Scandinavia	Account Manager
Markus Åslund	CP+B Scandinavia	Strategy Director
Andreas Folkestad	CP+B Scandinavia	UX Strategist
Niklas Moberg	CP+B Scandinavia	Copywriter
Andreas Panagiotopoulos	CP+B Scandinavia	Designer
Mikael Freden	CP+B Scandinavia	Final Art
Petter Brink	CP+B Scandinavia	Designer
Pontus Wärnestål	CP+B Scandinavia	Strategy & User Experience Director

The Campaign

To help P5 STHLM reach their goal we needed something that helps the station grow steadily over time. Something beyond advertising that could work even after the campaign period.  We based our solution on a clear insight: Listening to the radio is not a big thing. But being on the radio is a huge thing, both to the participants and their friends, i.e. you want to show your friends that you’ve been on the radio. And since P5 STHLM’s programming is mainly built on listeners participating we provided a pre-built share with which they could promote their moment on the radio. By doing so the participants ended up doing the marketing for us. 

Campaign Success

P5 STHLM’s programming is mainly built on listeners participating in the studio or over the phone. Shortly after participating, each one of them received an automated text with a link, containing their moment on air in a branded player. A taste of P5 STHLM ready to be shared and promoted on Facebook. And because it’s a tool more than a campaign it’s still creating likability and attention. With every new participant adding to the awareness. Every day. All the content is also gathered on a campaign site with an ever growing gallery. 

Describe the success of the promotion with both client and consumer including some quantifiable results

The participant’s audio contributions were shared on Facebook on their own walls where each post had an average of 100 listenings. To put the numbers in context the average FB-user has about 150 friends. 80% of the people who listened to a clip commented or liked it, which could be compared to the average 5%. And even if you could buy the same number of reactions (with a big wallet) you wouldn’t come close to that likeability.  Most importantly, because it’s a tool and not a campaign, it’s still creating results on an everyday basis. Something which is hard to reach with any bought media.

Explain why the method of promotion was most relevant to the product or service

This campaign is built on a tool we specially developed to let listeners promote P5 STHLM, which at the time was an entirely new radio channel with a very specific goal: to become Europe’s most social radio. The programing is therefore mainly based around listeners who participates in the studio or over the phone. With our new tool all participants could promote their time on the air to friends and family. Because in the end, who’s more suitable to promote a radio channel than the people being on it? And who’s more likely to trust that promotion than their friends?

Who’s more suitable to promote a radio channel than the people being on it? And who’s more likely to trust that promotion than their friends? When digitization is changing the rules of media, we need to sample and package radio in order to get people to "give radio a try" in a context where they usually hang out.   P5 STHLM's guiding principle is listener involvement and their listeners are an important part of their broadcasting. With that in mind we wanted to highlight our listeners own personal stories and let them help us spread them through their own social channels. Thus being both relevant and getting a viral spread on the samples of radio content and creating a leverage.