Parrot drives its Asteroid forwards with Radio Airtime Media

Having previously collaborated with Radio Airtime Media to promote their ‘Smartphone, Stupid Driver’ campaign in 2012, hands-free technology brand Parrot are returning to the airwaves to promote the Parrot Asteroid.

30-second audio spots will be broadcast across the cities of London and Manchester from the 23rd September, remaining active for a total of 3 weeks on the stations of Key 103 and Smooth London.

Radio Advertising - Key 103, Smooth FMThe advert narrative focuses on a driver who has just traded in his old hands-free car kit in exchange for £50 cash-back and a Parrot Asteroid Tablet car kit. The driver explains the benefits of the upgrade, noting that

“now I can have a proper hands-free conversation, listen to my favourite internet radio stations, plug in my mp3 player, or even stream music from my Spotify account”.

The narrator also points out the Asteroid’s inbuilt TomTom Satnav system, claiming that his drive to work is now “much more enjoyable”. A voiceover subsequently takes control, encouraging drivers to “jazz up your journey at”.

Tapping into the nation’s drivers, the ‘jazz up your journey’ strapline underpins the product’s ability to enhance user experience through additional audio features – such as Spotify and mp3 player integration. Reinforced with 3G, 4G and wi-fi internet access and compatible with both iOS and Android, the Asteroid is a comprehensive accompaniment to car journeys.

By featuring across radio adverts in two major UK cities, Parrot will communicate directly with their target audience, enjoying a heightened response during periods of heavy traffic and amongst listeners in possession of substandard hands-free equipment.

CEO of Radio Airtime Media’s parent company Media Agency Group, Lee Dentith, said:

Radio remains a highly effective method of producing a refined advertising campaign, with particular relevance to companies such as Parrot who are here to promote in-car technology.


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