Using the immediacy of radio and integrated branded content, the campaign is now in its fifth year of partnership with the radio station.

It’s not just weekly moments like “Tool Do You Do” – a competition in which listeners call in and impersonate individual power tools; it’s about the moments where the presenters go off-script, putting their lives into the content that listeners love. The use of long-form story arcs elevate the content even further – creating weeks of talk-ability demonstrating how we integrate the brand into the fabric of the show.

The partnership embodies the fact that radio is no longer an audio-only based medium, thereby creating a wealth of video content that will extend the life of great radio moments and offer listeners insight into the station’s features beyond audio, across YouTube and social channels.