New show on SCA, built for a client

In the world of integrating clients into on-air and online content, Southern Cross Austereo have developed a weekly show in partnership with Nissan.

The client brief...

Client / Product - Nissan Micra

Target - young Australian women

Message - In sync with your city

SCA's solution ?

Give them a 1 hour dedicated national show from 3pm every Friday, in the lead up to Hamish & Andy, called 'The Nissan Micrascope'

The content of the show include the best bits from all Today stations, plus they put each city under the 'micrascope' to find the places to eat, shop and play. Making it good content in the lead up to the weekend for their listeners.

Online plays a big part of the show with many of the local elements discussed shown on their website. They also include exclusive online offers ('Nissan Micra Must Haves') that are only downloadable during the show. See an example from the FOX here

Of the initiative, Southern Cross Austereo National Sales Director, Cathy Thomas said...

“This is a perfect example of how SCA create bespoke ideas that connect with our listeners and in this case Nissan Micra’s customers. We love working with Aegis and Nissan. They believe in our ability and have entrusted us to execute many a successful partnership, this is one of the most exciting given it is seamlessly integrated with our on-air and online content."

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Anonymous (6:57pm 01 Aug 2012)

So, just recapping, it's a best of with where to get the best frappacino for the weekend. And talking about a car. Wacky.

drex (6:16am 02 Aug 2012)

I think it's a great idea, I always loved the Nissan Navarathon concept too.

Anonymous (12:11pm 10 Aug 2012)

The best ever Nissan promotion ever broadcast on an SCA station was the stuff that Tony Martin and his cohorts would come up with for the Nissan Navara. 5 years later and I still think about the 4 beverage holders, china hutch and butter churn every time I see a Navara. SCA is probably better off just tweeting Micra ads from 2day's Twitter account for an hour, that's the way to hook the 18-24 female demo these days.