Designer British radio brand VQ plans to accelerate its expansion in Australia through a joint Christmas campaign with Commercial Radio Australia (CRA) designed to put the glamour into digital radio products and drive sales through retailers.
The radio campaign, developed by advertising agency Eardrum, reinforces VQ’s ideals of sound and style, with Aussie characters morphing into voices similar to glamorous 1950s icons Audrey Hepburn and Grace Kelly.
The radio campaign is VQ’s first major marketing push in Australia since entering the market earlier this year, and promotes its Retro Mini DAB+ digital radio with built-in Bluetooth speaker.
As part of the campaign, customers who purchase the radio through Target, Bing Lee, Harvey Norman, and VQ’s website will receive a luxury TONI&GUY hair package valued at more than $100.
Listen to the three ads here.
The campaign will run for three weeks through to Christmas across 42 commercial radio stations in Sydney, Melbourne, Brisbane, Adelaide, and Perth, as well as on DAB+ stations. It will also be supported by retailer catalogue and online promotion.
CRA chief executive Joan Warner said the entry of VQ was creating new interest in digital radios, as their products primarily targeted the more style-conscious female consumer – a segment which she said has often been overlooked in the audio category.
“We’re excited to partner with VQ because they are a young audio brand that has achieved phenomenal growth in the UK and they’re keen to replicate that success in Australia,” she said.
VQ’s country manager for Australia, Lara Young, said all of the company’s products were designed and engineered in Britain, with more than 11 colours available, and include exclusive collaborations with homeware designers such as Emma Bridgewater.
“We rebel against the traditional design of consumer technology products being just black and silver,” she said.