Roberts Radio

Truth

Radio sets were seen as old and boring. Ipods and laptops had become the music devices of choice, they offered better sound and looked cooler. However, with the advent of digital, radio had a chance to reinvent itself.

Insight

Radio enthusiasts tend to be mature and well educated. Retro was back in fashion. And anything that was a mixture of old and new was deemed to be trendy. The Roberts brand, with its British history, classic designs and new digital sound was perfectly suited to both this new adopter market and modern trends in gadgets.

Emotion

Radio enthusiasts tend to be mature and well educated. Retro was back in fashion. And anything that was a mixture of old and new was deemed to be trendy. The Roberts brand, with its British history, classic designs and new digital sound was perfectly suited to both this new adopter market and modern trends in gadgets.

Success

The Roberts Revival DAB radio has been in the Top 3 best selling portable DAB radio’s for the past 4 years, whilst commanding a price premium of around 30% over its key competitors.