Adding Glamour to DAB+

Designer British radio brand VQ has launched a Christmas campaign with Commercial Radio Australia aimed at putting the glamour into radio.

VQ’s first major push features their Retro Mini DAB+ digital radio with built-in Bluetooth speaker sits at around 129 bucks. 

Styled and targeting females, any VQ purchase now at Target, Bing Lee, Harvey Norman and the website myvq.com.au will receive a luxury TONI&GUY hair package valued at more than $100.

Commercial Radio Australia chief executive officer Joan Warner said “We’re excited to partner with VQ because they are a young audio brand that has achieved phenomenal growth in the UK and they’re keen to replicate that success in Australia”.

VQ Australia Country Manager Lara Young said all their products were British-designed and engineered with more than 11 colours available and included exclusive collaborations with homeware designers such as Emma Bridgewater.

“We rebel against the traditional design of consumer technology products being just black and silver,” she said.  “We believe our products will appeal to Australians because there is a strong interest here in home, lifestyle and design.”

The marketing campaign, which has been developed by advertising agency Eardrum, reinforces the VQ brand ideals of sound and style, with Australian characters morphing into the voices of glamorous 1950’s icons in the vein of Audrey Hepburn and Grace Kelly.

The campaign will run for three weeks through to Christmas across 42 commercial radio stations in the five capital cities as well as DAB+ only stations.  It will be supported by retailer catalogue and online promotion.