In May of last year, Sydney radio station and Pedestrian’s independent media brethren FBi asked listeners to convince Richard Branson to donate one million dollars to save the then-struggling station. Unfortunately for lovers of fairytale endings, the billionaire music lover didn’t part with seven figures but the awareness that campaign built – bolstered by band endorsements, international news coverage, an on-air call from the man himself and an Australian girl who allegedly swam to Branson’s private island, was enough to keep FBi on the airways.
Though we’re not sure whether the aquatic island invader was fact or PR spin, earlier this week that “Ask Richard” campaign (conceived alongside Naked Communications and Frank PR) collected Best Advertising or Marketing, Best Integration with an Offline Campaign, Best Non-profit or Government and the People’s Choice Awards at this year’s AIMIA Awards (the Australian Interactive Media Industry Association). And more recently was shortlisted for Best Communications Strategy at the international Festival of Media Awards in Valencia, Spain.
It might seem hard, but to save a radio station, scoop media awards and engage the only billionaire you’d want to share a beer with – all you have to do is ask.