COOLfahrenheit, Thailand's top radio station for 18 consecutive years, takes a new step to convert audiences to shoppers with the launch of LINE@COOLanything, an online shopping platform
In line with the company’s limitless business model, COOLfahrenheit announces its plans for the second half of 2018. As its popularity rises despite the quiet market, the station unveils LINE@COOLanything, which will convert its 5 million listeners into shoppers, with cool products on offer. The new business targets mass consumers above 20 years old. Three major campaigns are lined up to emphasize the concept EVERY MOMENT WITH YOU and to reach GEN C.
Ladprao - Prin Minsuksaeng, managing director of Coolism, the operator of COOLfahrenheit radio station, said that according to research by Nielsen Media Research (Thailand), a global leader in researching, in the first half of 2018, COOLfahrenheit has grown despite the overall market, with the number of its audience exceeding 5.5 million. Among those, over 4 million are online listeners, while 1.5 are on air listeners. The number of average audience per minute has also increased by 72% compared to earlier this year, at about 87,000 listeners per minute, while its overall audience has also grown by 45% compared to earlier this year, at 13.34 hours per person per week, from initially 9.01 per person per week. The peak period is office time, at 9am-6pm. The station moves forward in line with the company’s limitless business model, and in the second half of the year, it will utilize Multi-platform Commerce (MPC) model to manage its platforms to take its revenue and profits further. This is a strategic step that makes it the only radio station in Thailand to convert its 5 million listeners into potential shoppers.
On June 19, 2018, COOLfahrenheit has introduced LINE@COOLanything with the concept Lifestyle Online Shopping, with free delivery nationwide to target mass premium 20+ consumers who are fans of COOLfahrenheit. This new platform offers high-quality products with cool designs in various categories, such as Health and Beauty, Home and Lifestyle, Electronic & Gadget, and Accessories. To celebrate the launch, it is offering special privileges, such as 3,000 baht gift voucher when adding LINE@COOLanything as a friend before July 31, 2018.
“Our operation is ready in all aspects. As a platform, we have many powerful media brands, such as COOLfahrenheit which is a popular radio station among Gen C listeners between 20-44 years old. They spend a lot of time online. LINE@COOLanything, as an online platform, serves their needs perfectly, and this is a perfect synergy. Meanwhile, we also have cool contents that appeal to our audience. Our concept is clear - EVERY MOMENT WITH YOU. Our playlists and events blend with our audiences’ lifestyle in every moment of the day. Our COOLJs have emotional engagement with our listeners, and this offers a unique experience that online streaming cannot emulate. All of this will make LINE@COOLanything successful. We aim for 100,000 customers in the first year,” said Prin.
COOLfahrenheit, with its EVERY MOMENT WITH YOU concept, will also introduce three signature campaigns, as its advertising in May has reached almost 3% growth. The biggest campaign of the year is COOLfahrenheit Outing Special : THE AURORA EXPLORER IN RUSSIA where its fans will be taken to Russia to enjoy dazzling aurora once in a lifetime during October - December 2018. Next is Ink EAT ALL AROUND the World: The Revolution of Taste in Germany, where M.L.Parson Svasti will take lucky fans to experience Molecular Gastronomy to appreciate the beauty of new flavors during July-August 2018. Another campaign is COOLfahrenheit Outing : STEET S’CITE@Nakhonphanom #13. Five groups of 10 from five offices will travel to Nakhonphanom to visit religious sites during July 21-23.
The station is confident that its activities and campaigns will help it retain the position as Thailand’s number 1 radio station after 18 consecutive years in this spot. Currently, advertising rates on COOLfahrenheit offer great value for money thanks to its extensive fanbase. Additionally, it is the first and only radio station which allows its listeners to turn their minutes into points with COOL Degree Beyond Rewards. Online listeners can listen to the station on COOLISM app and redeem prizes throughout the year. Online radio is expected to grow by 20% this year compared to last year.