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How do you move radio listeners from one frequency to another, and demonstrate the relevancy of classical music to a mainstream audience? That was the question WNYC Public Radio asked Johannes Leonardo.
The answer came in the form of an interactive banner, on the New York Times website, that allowed readers to set classical music to the article they were reading.
Not only did this enhance each reader's experience, it showed how classical music adds value to our lives and allowed the brand to dominate the entire web page.
Overall, banner engagement was 3x the industry average. And the campaign successfully migrated over 91% of listeners and grew the audience by 21%. As a result, WQRX was ranked #1 for its weekly audience among all US public radio stations.
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