Transcord Community Transport

Transcord Community Transport partnered with Rebel FM sponsoring the popular ‘Ash & Jake Show’ to raise awareness and drive engagement for their essential transport assistance services. The airs, weekly every Saturday and Sunday morning.

The primary objective of the campaign was to effectively communicate Transcord’s services to a broad audience, particularly highlighting their role in providing transport assistance for the elderly, people with a disability or during unforeseen circumstances, such as unexpected injuries. The goal was to encourage listeners to either directly contact Transcord or recommend their services to friends and family in need.

Insight: The power of relatable, true-life stories in radio advertising, especially when delivered through authentic live reads, creates a deep connection with the audience. People are naturally empathetic to others’ predicaments, particularly those involving unexpected personal challenges like injuries that impact mobility.

Solution: Leveraging this insight, Ash & Jake, the hosts of the Rebel FM show, devised an innovative segment called ‘Transcord Moments’. Over several months, during their weekend shows, the hosts would share genuine anecdotes about friends or family members who had experienced unexpected injuries. These stories vividly illustrated real-life situations where Transcord’s transport assistance would be invaluable, effectively creating a “plethora of ‘Transcord Moments'” that resonated with the listeners’ own experiences or those of people they knew. The live read format allowed for a personal, engaging, and highly empathetic delivery of the message.

The ‘Transcord Moments’ segment proved exceptionally effective. Rebel FM listeners strongly empathised and sympathised with the stories shared by Ash & Jake. This emotional connection translated directly into action: listeners either personally reached out to Transcord for transport assistance or proactively recommended Transcord’s services to their own friends and family members facing similar mobility challenges. The campaign successfully leveraged the intimate nature of live radio to drive significant engagement and, ultimately, increase inquiries and service utilisation for Transcord Community Transport.