OneMusic Australia sounds out first radio campaign via Abel and Atomic 212°
OneMusic Australia has launched its first commercial radio campaign with Sydney boutique creative consultancy Abel and amplified by independent media agency Atomic 212°, across metropolitan and regional markets.
The campaign goes to market with a targeted education strategy for small business, generating awareness of the legal need for a music licence in commercial spaces.
OneMusic Australia is a recent initiative of separate music rights management organisations APRA AMCOS and PPCA who in 2019 decided to bundle their licences through this shop- front, covering the rights of the songwriter and the recording artist in one transaction. It’s an above-the-line first for PPCA and APRA AMCOS.
Says Anne Blair, marketing manager, OneMusic: “We’re excited to take our exposure up a notch and reach our customers en masse as they’re on their way to open their shop, their café, their gym, whatever… in an entertaining and tongue-in-cheek way. Music is meant to be entertaining and emotional, so the executions are fun, informal and, of course, memorable. The teams at Abel and Atomic 212° totally nailed the brief and the tight timeframe – and radio production by Rumble was a stand-out.”
Says Simon Fowler, co-founder and creative, Abel: “As avid music lovers and a small business ourselves, a lot of passion and first-hand insight went into this campaign. It was such a great brief we actually ended up making two different executions to test in the market to see what resonates better – the project has been a fantastic way to kick off 2021.”
Atomic 212° have designed the campaign to allow for matched-market analysis to quantify the uplift generated by the campaign. The campaign will run for eight weeks in Sydney and Newcastle to be compared against a control market of Greater Melbourne and will be supported by SEO and a social media targeting small business owners. The results of this test campaign will inform a much larger campaign planned into next year and 2023.
