Believe it or not it’s time for another quarterly countdown of the top scoring ads from our ongoing RadioGauge research project. Q2 2011 saw summer arrive for two weekends in April (I hope you made the most of it then!), the country go Royal Wedding crazy and a legion of sport lovers nervously waited for either the sweet smell of success or bitter disappointment of the Olympic ticket application process! In that time, RadioGauge measured 27 creative executions and so it’s time to see the runners and riders of who performed best on our 5I’s of creativity.
10. Volkswagen Commercial Vehicles
Now I can’t be the only one who has been stuck in the traffic on the motorway, looked out of the window and clocked a van driver tapping his fingers against the steering wheel and singing his heart out to the radio. Volkswagen has harnessed their target audience’s fondness of a sing-a-long to suitably celebrate their landmark birthday.
Plusnet continue to develop their sonic identity successfully on radio through the consistent use of a voice and are now introducing character interaction (and just the right amount of humour) into the mix. It’s unashamedly Yorkshire and they wouldn’t have it any other way.
8. Xbox Kinect
The ability to encapsulate everything your product is about and stands for in an ad isn’t always an easy job. But Xbox Kinect manages to achieve this with a simple, upbeat and modern sounding construct providing the best framework to clearly land messages about the Kinect gaming experience.
7. Army Recruitment
“Be the best”. Well the Army Recruitment campaign definitely tries to live up to their strapline by taking you away from wherever you are and transporting you straight into the middle of a warzone. An immersive experience that then brings you right back to reality with the realisation that they’re talking directly to you – the listener. A powerful creative approach that doesn’t shy away from the reality of what it’s advertising.
Sometimes we just want our life to be made that little bit easier and it’s this yearning that Next have targeted with their ‘order before 9pm for next day delivery’ campaign. The combination of lively music (courtesy of Vampire Weekend) and utilising the appeal of Claudia Winkleman to their core female audience ensured that radio worked well for Next as part of an integrated campaign with TV.
As you may have heard the RAB’s latest research demonstrates that radio has a hugely positive influence on happiness and energy levels (and more so than TV and Online). It’s this ability to tap into an emotional connection with the listener that Morrisons have used to their advantage with their ‘Fuel Brittania’ campaign. By connecting with listeners over their frustration with rising fuel costs they provide an emotional link that provides a platform for them to communicate their promotional messaging in the most effective manner.
Information. It’s one of the 5Is of creativity we measure on RadioGauge and for campaigns like this one from ASDA featuring their Price Guarantee, it’s an important area to perform on. ASDA excelled not only on Information but thanks to a positive and clear proposition with brand-linked properties (the consistent music and voice across radio and TV) they performed strongly across all of the 5Is.
3. Cancer Research UK
When we’re listening to our favourite radio stations and DJs we feel like we’re part of a wider community of listeners who share interests, music tastes and connect through the content of our favourite shows. It’s this sense of togetherness that Cancer Research UK have tapped in to and ensured their creative execution for ‘Race For Life’ appealed to both the broad and their targeted female audience.
2. Compare The Market
The Meerkat is back! Creating a brand character that has long-term appeal to listeners is a difficult task to achieve. Compare The Market has successfully established Aleksandr and have spent 2011 utilising radio alongside other media to build up the Meerkovo village proposition. Proof that getting it right when it comes to creating your brand ambassador can lead to continued, long-term creative success.
Does somebody want to break the news to Gavin? For a change, it’s the voice of Autoglass technician Ian (and not Mr Jenks) that sees Autoglass nab the top spot in Q2. By using a portfolio of voices of their real technicians, Autoglass have built up a positive and reliable image of both their brand and their people on air. Making use of radio’s strength at forming a bond of trust with its listeners Autoglass have been able to communicate their key messaging in an environment where listeners are both receptive and have faith in what they’re hearing.