McCannBlue campaign helps IrishRadioPlayer app to 70k downloads in just 6 weeks

IBI. Picture Conor McCabe Photography,
IBI. Picture Conor McCabe Photography,

In 6 short weeks since its launch, the Irish Radio Player radio app has had an astonishing 70,000 downloads.

The app was created from a partnership of the Independent Broadcasters of Ireland (IBI) and RTE and allows listeners to download all 43 IBI and RTÉ radio stations currently available
in the Republic of Ireland.

According to the IBI, the app’s intelligent functionality makes online listening accessible, intuitive and simple, with users switching easily between stations, storing favourite stations and interacting
with social media feeds.

McCannBlue worked with Chief Executive of Q102, Scott Williams and RTÉ’s Paul Mulligan to create a powerful creative campaign idea for the radio app that has proven hugely effective.

The radio campaign was created by Graham Stewart at McCannBlue and the voiceover artist was Mario Rosenstock. Scott Williams, Director of the IBI and Paul Mulligan of RTE jointly stated;
‘“The IrishRadioPlayer is an initiative that the Irish radio industry is justifiably proud of.

The Irish audience have a long standing love affair with radio but competition from other aggregators and music streaming providers was growing and we believed an industry wide solution was the best
way to tackle the competition. The RadioPlayer allows competing radio stations to agree on technology and compete on content. RTÉ Radio and the IBI focused on bringing the advanced technology into the Irish radio sector that would best serve the audience, and with 70,000 downloads in 6 weeks it would seem that the audience loves the IrishRadioPlayer”.

Jessica Mitton, Head of Client Service, who led the team at McCannBlue said; ‘’The Irish radio player app is a brilliant initiative and it was important that we created a campaign that
engaged people to take action to download it. Mario Rosenstock really delivered for us and his interpretation of the script made the difference between a good radio ad and a terrific one. We’re
delighted with the results and know the app delivers something people really want, particularly young urban commuters’’