“Intimacy at scale” is the catchcry shaping Southern Cross Austereo’s (SCA) roadmap for success in the digital economy as the media company strives to turn listeners into fans.
The digital landscape offers content producers opportunities Jules Lund of SCA’s Fifi & Jules radio show says he has never seen before in media.
Lund, who hosted SCA’s Engage Live event on Wednesday, said social media has allowed the program to have an “intimate” conversation with its listeners who now help curate its content.
“They are now contributing, commenting, suggesting all of our content. We now shape our radio show around the conversation. For the first time in history our community, our Fifi & Jules tribe, now hears themselves back,” Lund said.
Clive Dickens (pictured), SCA’s new director of digital and innovation, said his ambition in the role he’s now held for four months is “to engage with intimate scale”.
“We see this disruptive change as a real beginning of the best of times for a content business like ours,” Dickens said.
“Everything that we produce and everything that we do has to aspire to be remarkable and we have to earn people’s attention and we have to absolutely make sure we drive that engagement and encourage our community to share.”
Dickens, who joined SCA this year from London, said SCA’s new “mission can become advertising and marketing that people want”.
“People don’t dislike advertising. They dislike too much advertising,” he said, adding that people want ads that are more relevant to them and “want the opportunity to have advertising as content”.
He also dismissed the notion that connected cars could be a threat to radio instead viewing it as an opportunity for the medium.
“People are used to being engaged in the car with radio,” he said pointing to the fact that 60% of all radio listening now happens in the car.
“The connected car gives us the chance to have even more opportunities to engage with them. We are building products to allow people to pull that AFL content on demand when they are in the car and get the update from the Scoopla and shows.”
For more from Dickens and Lund see The Brief next week where they discuss in more detail plans for music streaming service Songl, how to turn listeners into friends and how they avoid coming off as contrived in their social activity.
Please login with linkedin to comment
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]