SBS Audio launches new multilingual marketing campaign


The campaign targets multicultural audiences, as well as those seeking diverse perspectives

The brand evolution of SBS Audio announced in March 2023 is now complete, with the public broadcaster’s latest ad campaign drawing audiences to its newly refreshed SBS Audio app and website designed to improve discoverability of its multilingual audio content – including a growing suite of award-winning podcasts.

The campaign targets multicultural audiences, as well as those seeking diverse perspectives and storytelling through a contemporary Australian lens.

The creative leads with a promise to “match your wavelength”, urging audiences to discover SBS’s podcasts, music and trusted news in more than 60 languages.

Running across paid and owned media through June, the distinctive ads feature the many faces of contemporary Australia and speak directly to multilingual audiences. This includes creative in Arabic, English, Korean, Mandarin, Punjabi, Spanish and Vietnamese, which also reflects personalisation options available in-app and on the website.

SBS director of marketing, Jane Palfreyman, said: “The campaign encourages Australian audiences to discover SBS Audio’s strong podcasting, music and news offering which is now easily discoverable at one digital destination at any time of day.

“We aim to deeply engage and grow audiences on the platforms where they’re already at with our promise to ‘match their wavelength’ in terms of both content and channel choices.”

SBS director of audio and language content, David Hua, said: “With more than six million streams and podcast downloads every month and over 262 hours of original content published weekly, SBS Audio is really pleased to be continuing our digital evolution to better serve Australian audiences on the platforms they prefer.

“Radio has always been at the heart of what we do and that won’t change. However, we’re excited that users can now also immerse themselves in a great digital experience to discover something new and build connection through language and storytelling.”

Selected SBS Audio content is also available wherever listeners consume podcasts and radio streams, including Apple Podcasts, LiSTNR, Spotify and TuneIn.

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