Q107 begins out-of-home campaign in Toronto
By Adnews Staff
Toronto radio station Q107 has begun a new out-of-home campaign that uses OBN video boards to display the name and artist of the song currently playing on the station. The aim is to encourage drivers and pedestrians to tune in to hear that song as it is being played. The information is updated every three minutes. "The billboards allow us to promote our brand in a novel and creative way by letting the consumer know what's playing at that exact moment," said Darren Wasylyk, director of marketing and promotion at Q107. "When people see the video board message, there's a natural inclination to want to tune into the station and see if the song is actually playing." The four video boards are located in downtown Toronto. Three are on Yonge Street, near Bloor, Richmond and Dundas. The fourth is at the corner of Sheppard and Don Mills. According to OBM, they cumulatively deliver 2.3 million impressions per week. The Q107 campaign will run until Aug. 1.