Rockbrook Village Merchant Summer Radio Campaign
Rockbrook Village has a progressive merchants association that encourages merchants to advertise within a shopping center ad template. This is the third year the quarterly program has aired on TV using a :30 donut ad which includes two merchants inside each with a stand- alone :10 messages. The video and verbiage are uniquely the merchant’s content while the music and voice, as well as animated opening and close, stay consistent for the shopping center. It’s been a very successful program that Vamonos Market helped to architect and continues to execute handling TV media placement and production.
This year the association wanted to try the same concept on Radio. We suggested :60 commercials to contain two stand-alone :30 merchant ads. The content of the :30 ad is particular to the merchant except for the last line which promotes the business as a unique merchant at Rockbrook Village 108th & Center. That allowed consistency in promoting the shopping center with flexibility in the exact wording depending on the merchant. We utilized our same TV voice-over lady Elizabeth Zorko. Budget allowed one station which we proposed using the top-rated Radio station for Women 18-49. Summertime was a great kick-off point as TV viewership declines and consumers are out and about more listening to Radio. Here is one of three commercials running in the two month Summer campaign.