SBS Audio engages contemporary Australia with new multilingual marketing campaign

The recently rebranded SBS Audio has launched a vibrant multilingual marketing campaign to drive Australian audiences to its distinctive cross-platform offering across podcasts, radio, music and more, now available at one unified digital destination.

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 innovative 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 and uniquely 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.”

With more than 5.6 million Australians using a language other than English at home, SBS Audio provides content for diverse communities, including in English and for those learning a new language.

The improved discoverability and accessibility features available on the SBS Audio App and website since March include:

• Better showcasing of podcasts from across the entire SBS Network including SBS Audio, SBS News and Current Affairs, SBS Television and NITV, with SBS named Podcast Publisher of the Year in 2022.
• Individual station pages for all seven radio stations to help users understand what’s available and when to tune-in to their preferred live programming across news, information, entertainment and music in over 60 languages.
• A “What was that song?” music search feature using day and hour filtering on music station pages for SBS Chill, PopAsia and PopDesi.

The SBS Audio website is at SBS.com.au/Audio. The SBS Audio App can be downloaded via the App Store for iOS and Google Play for Android. Selected SBS Audio content is also available wherever audiences consume podcasts and radio streams, including Apple Podcasts, LiSTNR, Spotify and TuneIn.

For a PDF of this media release, click here