Well done to Bauer Media owned Radio Clyde and Radio Forth for this very engaging piece of advertising at Falkirk High railway station.
The battle for Falkirk in central Scotland #youchoose pic.twitter.com/49gQ8HW8yK
— graham bryce (@grahamdbryce) October 4, 2018
The railway station sits around halfway between the 2 big cities of Glasgow and Edinburgh and the radio stations (Clyde in Glasgow and the West, Forth in Edinburgh and the East) and their parent company have turned that into a talking point: If you’re in Falkirk, roughly in the middle, which station should you listen to? Who’s side are you on?
The positive reaction around this is more evidence of what we’ve been saying for ages: that if you are seeking engagement, it is a good idea to give people a choice, forcing them to take a side, rather than presenting them with a blank sheet of paper and endless choice.
And this advertising forces people to get involved, to participate, rather than simply a passive ‘Listen to us, we’re the best’.
It also makes the most of the opportunities presented by outdoor advertising: the ad works at Falkirk High railway station – it wouldn’t work to the same degree anywhere else. That’s a big advantage of outdoor, poster advertising: you know exactly where people are when they see it and if you’re really careful about where you place it, what they are doing (waiting for a train).
So, congratulations to Bauer for what amounts to the best advert for any radio station that I’ve seen for years.
And makes this look like an extremely smart piece of business.
