SuperFerry Radio sets sail

By Ransom B. Agui

Aboitiz Transport System’s Superferry, the largest inter-island mover of passenger and cargo in the Philippines, recently launched its own cruise radio in partnership with MyGroove as it strengthens its commitment to deliver a unique sea travel experience.

Superferry Radio, an onboard radio airing in all of the company’s vessels, is programmed to play smooth relaxing music and useful sea travel tips for the passengers.

“This is a first in the passenger shipping industry. We are glad to have set sail with this flagship project,” said Arthur Pastrana, MyGroove general manager.

The new media solutions company is now also Superferry’s exclusive sales arm for advertising opportunities aboard its vessels, aside from placement on the already existing digital revolving signages.

MyGroove introduces Bluetooth as newest instore solution

Johnny CEO is your target. He runs a company, rides a chaffeured Suburban, and lives an incredibly busy lifestyle, which your advertising can’t seem to penetrate. One fateful day, while flexing his muscles at the gym, he’s prompted by an announcement via the gym’s Instore Radio to activate the Bluetooth on his cellphone. He then receives an invitation to your event, part of your brand activation, to which he “bluetooths” a reply. Bull’s eye.

This is how marketing professionals at MyGroove picture the usefulness of instore radio plus Bluetooth technology, a seamless integration of two non-traditional media which will allow sponsors to deliver promotional offers and rich media content to a highly-targeted audience in an entirely new and effective way.

MyGroove’s landmark approach to advertising will first take place late February 2008 in five Gold’s Gym locations across Metro Manila.

Why Bluetooth?

“For one, it’s simple, it carries multi-media content and, for the end-user, it’s free,” says MyGroove IT Specialist, Rene Dulguime.

The instore radio messages will prompt gym-goers to activate their cellphone’s Bluetooth. Media content such as video clips, MP3, graphics and promotional offers such as invitations, promo questions, and confirmation codes will then be sent to the cellphone. And, unlike other mobile phone technologies, Bluetooth media content comes for free.

MyGroove is currently making plans to install more Bluetooth hubs in their other client venues, discloses MyGroove General Manager, Arthur Pastrana.

“It’s time we made full use of this technology’s amazing capabilities.” He adds. “MyGroove has again scored another first.”

Major mall chain joins MyGroove’s growing client list

by Ransom B. Agui

Robinsons Chain of Malls, one of the country’s largest and most successful commercial centers, is the newest member of MyGroove’s roster of clients, bolstering the Instore Radio provider’s position in the industry.

The malls, which are owned and operated by Robinsons Land Corporation, will be airing Robinsons Radio in partnership with MyGroove this February after an initial agreement between the two companies has been reached recently.

Robinsons Radio will be playing in 15 Robinsons malls nationwide, reaching an estimated one million daily captive audience.

This is so far the biggest Instore Radio MyGroove will be operating in terms of audience size, Arthur Pastrana, general manager of the Makati-based provider said.

“It is a testimony of the trust key accounts are giving to MyGroove that’s why we strive to continually give them quality service,” he explained.

Pastrana added that some other brands in the Philippines are now starting to see the potential of customized radio stations and have been discussing details with MyGroove for its possible implementation.

Among MyGroove’s existing clients are baked-goods giant Goldilocks, Gold’s Gym, The French Baker, California Pizza Kitchen, Levi’s, Mossimo and Marina Restaurant.

Goldilocks Radio hits the airwaves

Early this year, the airwaves will start to taste sweet.

Goldilocks Bakeshop Inc., a giant in the Philippine baked-goods business, is set to make the airwaves sweet with the much-awaited launching of Goldilocks Radio on January 2008.

The undertaking is done in partnership with MyGroove Inc., a leading Instore Radio provider in the country.

Goldilocks Radio will be heard in 213 Goldilocks stores all over the country, said Arthur Pastrana, general manager of MyGroove.

The bakeshop’s very own radio station will officially be rolled out in Goldilocks stores nationwide after it started airing over pilot locations late 2007.

Goldilocks Radio will be playing music that mostly reflects the personality of Goldilocks and its valued customers, Pastrana added.

Aside from Goldilocks, MyGroove also provides customized radio stations to numerous non-competing brands in the Philippines.