As part of our continued work with the UK’s biggest building society, Nationwide, 4mediarelations were tasked with generating broadcast coverage centralising on the launch of ‘Android Pay’.
Having also worked on their ‘Apple Pay’ campaign, launched a few months prior, the teams within 4mediarelations were already well versed and well-prepared to promote the ‘near-field communication’ payment method to their contacts across the UK.
Having already used 4mediarelations’ expertise to spread the word about previously launched ‘Apple Pay’, the 4mediarelations media teams took advantage of the depth within their contacts books to ensure a story that widened the themes of the story to generate as much coverage across the board as possible.
The team developed a lifestyle angle to their pitches and sell-ins to craft a story suggesting Brits simply cannot leave their houses without their favourite tech items, specifically their smartphones and tablets.
From this, the connection to ‘Android Pay’ is seemless, suggesting the seemingly life-changing device they carry around in their pockets constantly was now about to change again, by allowing the ability to pay for things without having to reach for the wallet.
This created an extra buzz around the story that perhaps a straight tech-related item may not have.
Nationwide’s ‘Android Pay’ radio session generated coverage from three national stations and a vast selection of BBC regional and local commercial stations.
These included Jazz FM, Share Radio, talkRADIO, BBC Radio Devon, Metro Radio, Capital North East, Downtown Radio and the Royal National Institute for the Blind’s Connect Radio.