Campaign Launches New Brand Positioning, “Radically Connected”
Portland, Maine, June 26, 2006 – The VIA Group announced today that it has launched a major interactive campaign for client CBS RADIO. The campaign launches the client’s new brand positioning “radically connected.” The positioning emphasizes the fact that CBS RADIO connects with more people in more ways than you would ever imagine.
VIA created banner ads and a landing page containing multimedia presentations of CBS RADIO client case studies. The agency also created a 15-second pre-roll video. As part of the campaign, CBS RADIO sponsored the online interview series “CMO Connections” on Advertising Age’s Web site. As part of the sponsorship, VIA created banner ads that ran in conjunction with the series.
“CMO Connections” is a completely new video feature built exclusively for CBS RADIO. Each month Advertising Age will interview a top CMO who is connecting with customers in a new, innovative and exciting way. This gives viewers a behind-the-scenes insight into their industry.
“We wanted to create something that could demonstrate the power of ‘connection’ and the need for CMOs to find new ways of connecting with consumers. This does that,” said Greg Smith, chief creative officer of VIA. “The goal was to give CBS RADIO the ability to align with industry leaders and highlight their ability to ‘radically connect.’
The results of the campaign have been phenomenal. VIA’s banner ads and pre-roll have achieved double the click-through rate of any other campaign Advertising Age has ever run. The response was due in part to the creative execution of the ads and pre-roll.
The brand positioning, landing page and pre-roll have become permanent fixtures for CBS RADIO. Its success continues to grow.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, HP Hood, Twisted Tea, CBS RADIO, Kick Start, Silverstein Properties, Monster, Dunkin’ Donuts, Cleveland Clinic and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.
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