Knowledge Hub Library
Discover industry insights
Welcome to our library of industry insights! Delve into our extensive collection featuring innovative business case studies, latest research, and best practice examples showcasing the power of multiplatform TV and audio. These resources are curated for you and cover a diverse array of industry topics and challenges, and offer valuable guidance and inspiration for TV and audio professionals. Learn from the best in our industry, get inspired, and explore the wealth of resources available at your fingertips.
SunExpress, a joint venture between Deutsche Lufthansa AG and Turkish Airlines, has consistently embraced new technologies to improve its marketing strategies. In partnership with RMS, one of Germany’s leading audio ad publishers, the company took a significant step in personalizing audio advertising.
RadioADMaker is a platform created by the German radio station Radio Gong. This platform enables anyone to create, produce, and book an audio spot within 3 minutes. It is a response to the perception clients often have that radio campaigns are difficult to create and buy.
In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste.
Baileys partnered with RTÉ to leverage Eurovision’s massive appeal, aiming to foster brand awareness and connect with Ireland’s diverse and growing Eurovision audience. Baileys’ goals included positioning itself as an inclusive, celebratory brand, growing market share outside the typical holiday season, and driving penetration across both on- and off-trade channels.
This report explores how AI is impacting radio, audio companies, and advertising sales houses. It focuses on practical examples of AI’s application and its potential to reshape the future of the industry.
Toyota’s “Wheel Park” campaign showcases its commitment to inclusion, innovation, and mobility as a global partner for the Paris 2024 Olympics. Through a 26-minute documentary, a live Twitch stream, and social media amplification, Toyota highlighted its accessible skate park and the para-sport WCMX, engaging diverse audiences, particularly Gen Z. With 8.6 million total impressions across France.TV and social media platforms by January 2024, the campaign successfully boosted brand visibility and resonated as a powerful message of inclusivity and sustainability.
KFC Delivery partnered with Sky Sports to position itself as the ultimate companion for live sports fans, integrating its brand seamlessly into key sporting moments. Through engaging ads featuring Sky Sports talent and creative depictions of fans racing for their chicken, the campaign celebrated adrenaline-fueled sports events while boosting KFC Delivery’s visibility and appeal.
Aquarius rebranded to Powerade in Belgium through a creative TV integration campaign during Jupiler Pro League football matches from mid-January to mid-February. The campaign highlighted the rebrand by showing the classic Aquarius bottle being swapped for Powerade during player substitutions, symbolizing the seamless brand transition. Reaching over 8.4 million contacts, the campaign boosted brand awareness across Belgium and demonstrated a scalable yet premium advertising solution for future clients.
Sky Mobile’s campaign leveraged the excitement of the football transfer window to promote its exclusive “Transfer” offer for new iPhone customers. By integrating the “Switch of the Day” feature across Sky Sports and engaging audiences with creative stunts like Harry Redknapp’s live interviews, the campaign highlighted the ease of switching networks with Sky Mobile’s ‘Text-to-Switch’ service.
Audi’s partnership with Sky Sports as its Official Innovation Partner demonstrates a shared commitment to innovation and cutting-edge technology. From the “Power Meter” in cricket to AI-driven tools like the “Swing Design Sequence” in golf, this collaboration redefines how advanced technology enhances sports broadcasting.
BMW partnered with CBC to launch “Forces of Nature,” a long-form content series in fall 2022 to boost awareness of its EV line and sustainability mission. The series showcased inspiring individuals aligned with BMW’s sustainability pillars, blending emotional storytelling with subtle product integration across TV, streaming, and social media. With 178,000 viewers, 59 million impressions, and a 26% increase in awareness, the campaign exceeded expectations, enhancing BMW’s brand perception and demonstrating the effectiveness of long-form storytelling in communicating complex messages.
EDF’s January 2024 campaign in France, featuring comedian Pablo Mira, used humor across TV, digital, and social media to promote energy conservation with the slogan “I turn off, I lower, I shift.” Through relatable, comedic scenarios, the campaign encouraged viewers to adopt simple energy-saving habits, making sustainability both entertaining and accessible. Reaching 25 million TV viewers and generating over 7 million digital contacts, the campaign successfully raised awareness about energy efficiency and inspired behavioral change.
A campaign by ProSieben, CosmosDirekt, and DKMS in Germany used TV, streaming, and social media to raise awareness about blood cancer and encourage stem cell donor registrations. Centered around a treasure hunt featured on “Joko & Klaas against ProSieben,” the campaign offered a 1 million euro prize funded by CosmosDirekt, with DKMS integrated into the show’s puzzles and promotional content. The innovative multichannel strategy, including product placements, exclusive website content, and social media engagement, aimed to achieve 10,000 new registrations but surpassed expectations with 37,000. This campaign generated widespread media buzz, significantly increasing donor awareness and website traffic.
Shiseido and Douglas partnered with Rai Pubblicità to launch the Beauty Expert project, a campaign tackling skincare myths through engaging Branded Stories featuring Mare Fuori star Maria Esposito. Combining impactful storytelling, free Skincare School sessions, and strategic integration with Rai programming, the initiative achieved strong uplifts in brand KPIs and garnered 6,500 personalized consultations, setting a benchmark for innovative, consumer-focused beauty communication.
Frontline19 and adam&eveDDB collaborated with Channel 4 to spotlight the mental health crisis among NHS workers through the poignant Sicker than the Patients campaign. By pairing a powerful film with real NHS staff voiceovers in continuity announcements during Channel 4’s blue light programming, the initiative made frontline workers’ struggles unignorable, amplifying their stories to a deeply engaged audience.