The Radio Advertising Bureau Blog

RadioGauge’s Top 10 Scoring Radio Ads from Q1 2011

When we take out RadioGauge presentations to advertisers and agencies, one of the questions that we often get asked is to name the best radio adverts that have been on air recently.  Now we all have our personal opinions (Vodafone’s Freebees for me) but why settle for just my choice when we can let the 5,900 RadioGauge respondents from Q1 this year be the judges. We haven’t measured every radio ad that’s been on air this year but of the 33 we tested using our 5I’s framework here are the top ten scoring ads in reverse order:

10.           Benecol

Every January many of us make resolutions and decide now is the time to start doing things differently. It’s this idea that Benecol tapped into and allowed them to cleverly tell radio listeners that Benecol could help ensure they don’t break any cholesterol related resolutions. Listen

9.             Go Compare

Love him or hate him we all know exactly who Gio Compario is. Go Compare launched a new set of radio ads maintaining the strong audio identity Gio provides for them along with utilising the ever increasing appeal of David Mitchell. Listen

8.             WeightWatchers

Another brand who drew on the ‘New Year, New You’ feeling is WeightWatchers with a creative execution that taps straight into their core audience with the use of Kylie Minogue’s ‘Wow’ across all their media activity ensuring strong ‘Integration’. Listen

7.             Thomson Holidays

After listening to this ad I can’t imagine there is anyone who isn’t dreaming of sitting in a whirlpool in your favourite holiday destination a million miles away from the office and the whirlwind of emails and phone calls. Thomson Holidays delivered an integrated cross-media campaign and therefore made the most of radio’s ability to act as ‘Virtual TV’ to extend their message and appeal. Listen

6.             Digital Radio UK

It’s now time for the second appearance of David Mitchell in this quarter’s countdown. DRUK used him & Arthur Smith to deliver a humourous take on the key seasonal messaging about the potential of a digital radio, as both a gift for a loved one or a treat for yourself. Listen

5.             HMRC

Is it just me or has anybody else suddenly had the image of Moira Stuart appearing in your cupboard pop into their mind? HMRC used radio’s strength of reaching people at relevant times to deliver their message (as Aaron  has said previously keeping your radio ads single minded in messaging can be key) about the importance of completing your tax returns online. Listen

4.             Compare the Market

So it turns out that our very own Judith Spilsbury isn’t the only fan of Aleksandr Orlov. Compare The Market’s use of a long established brand character continues to pay dividends in terms of creative appeal to listeners. Listen

3.             Autoglass

“Autoglass repair, Autoglass replace”. As soon as that jingle breaks out over the airwaves you’ll have it stuck in your head for hours after. Autoglass creatives continue to demonstrate how developing a sonic identity on radio can have a long lasting positive effect for an advertiser and ensure that they can communicate key messages whilst still maintaining a strong brand feel Listen

2.             DfT

Sometimes an ad can just make you sit up and pay attention. By using the classic radio ‘phone in’ device the Department for Transport really made an impact on air with listeners by conveying the consequences that choosing to drink and drive can have on your life. Listen

1.             Fire Kills

Radio ads can sometimes work best when you keep them short and simple. The Fire Kills campaign needed just ten seconds to ensure their message hit home. Whether you’re sat reading this blog in your office or on the move after hearing this ad I know the first thing you’ll do when you get in tonight is check your smoke alarm…and that’s just what they wanted radio to deliver. Listen

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