The brand evolution of SBS Audio announced in March 2023 is now complete, with the public broadcaster’s latest ad campaign drawing audiences to its newly refreshed SBS Audio app and website designed to improve discoverability of its multilingual audio content.
The campaign targets multicultural audiences as the creative leads with a promise to “match your wavelength”, urging audiences to discover SBS’ podcasts, music and news in more than 60 languages.
Running across paid and owned media through June, the ads include creative in Arabic, English, Korean, Mandarin, Punjabi, Spanish and Vietnamese, which also reflects personalisation options available in app and on the website.
SBS director of marketing, Jane Palfreyman, said the campaign encourages Australian audiences to discover SBS Audio’s strong podcasting, music and news offering which is now easily discoverable at one digital destination at any time of day.
“We aim to deeply engage and grow audiences on the platforms where they’re already at with our promise to ‘match their wavelength’ in terms of both content and channel choices," said Palfreyman.
David Hua, SBS' director of audio and language content, said with more than six million streams and podcast downloads every month and over 262 hours of original content published weekly, SBS Audio is "really pleased" to be continuing its digital evolution to better serve Australian audiences on the platforms they prefer.
“Radio has always been at the heart of what we do and that won’t change," said Hua.
"However, we’re excited that users can now also immerse themselves in a great digital experience to discover something new and build connection through language and storytelling.”
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