In light of a much welcome year-on-year increase in radio entries and awards received in the Cannes Lions 2012, we decided to explore if this success is mirrored in the trend of average creative scores achieved on radioGAUGE since it first launched back in 2008 – and we’ve found some encouraging results. In 2012 to date, the average creative score measured on radioGAUGE is 3.3% higher than for ads measured in 2011, and 5.1% higher compared to those measured in 2008.
Having identified these signs of an emerging radio creative renaissance, now feels like an appropriate time to unveil the advertisers that are helping to lead this in the form of the Top 10 performing ads as scored by listeners from the 33 national radio campaigns that we’ve measured on radioGAUGE in 2012 to date.
10. Moneysupermarket (Mother & MediaCom)
Moneysupermarket inhabit the airwaves with their bold and booming sound. In a sector full of distinctive campaigns, Moneysupermarket have still managed to create their own unique sonic identity thanks to epic voice of Patrick Stewart. Add in a few preposterous ideas (I’m sure even Andy Murray would struggle to come higher than third at Wimbledon using a credit card as a racquet…) and there you have it, an entertaining ad which makes you want to be SO Moneysupermarket yourself!
9. RatedPeople.com (VCCP & The7Stars)
The challenge you face as a new brand launching a national campaign is to a) get the brand name out there and b) ensure that people know what you are offering. The RatedPeople.com ad achieves both aims thanks to a very simplistic message delivered by the professional tone of Phil Spencer. As someone their target audience of homeowners already know and respect as a ‘trusted advisor’ Phil’s recognisable voice is a neat shortcut for transferring those essential perceptions onto the newly established RatedPeople brand.
8. Marks & Spencer (RKCR/Y&R & Walker Media)
Marks & Spencer are on air across the year with a variety of different messages. How do you try and differentiate all those messages to ensure that individual messages are cutting through yet maintain brand consistency? Using songs that are relevant to the message is one of the key elements to M&S’ successful strategy. Throughout the year you may hear them on-air with messages backed by ‘Here Comes The Sun’ or ‘Busy’ by Olly Murs. For the launch of the Simply M&S range, an instrumental of ‘Don’t Worry Be Happy’ helped communicate that you could enjoy the food without having to worry about the price.
7. Dolmio (AMV BBDO & Mediacom / Zenith)
The core strength of Dolmio campaigns are their ability to have their Family characters reach consumers across all media touch points. You see them on television, hear them tease you with repeated mentions of lasagne on radio and then when you pop down the supermarket you see them again looking at you from the packaging on the shelf. Simple, but highly effective.
6. Heinz (AMV BBDO & Vizeum)
If red wine counted as one of your five a day then the media industry would be one of the healthiest sectors around! Unfortunately it isn’t but Heinz is on hand to ensure that we all do our best to keep doctors happy and reach our 5-a-day target with a can of tomato soup. Continuing their heritage of utilising the best of British acting talent, Caroline Quentin’s light-hearted delivery hits just the right note and brings to life the image of curling up on the sofa on a cold, miserable January evening.
5. Carphone Warehouse (CHI & Partners & m/Six )
Nostalgia. It may not be what it used to be but it is one of the reasons why listeners love commercial radio – song that you haven’t heard for years will suddenly come on and cause you to start reminiscing. Carphone Warehouse have tapped into this by cleverly employing The Wombles to bring their ‘Waste’ campaign to life. When you hear the voice of Bernard Cribbins and The Wombles music begin to play in the background, happy memories of childhood come flooding back and the ad can’t fail to leave you with anything but a smile.
4. Department Of Health – Second Hand Smoke (Dare & M4C)
In the chilling TV ads commissioned by the Department of Health you see the invisible smoke circle around innocent babies and children. Now it’s obviously not possible to show invisible smoke on-air but what radio can do is give those innocent children a voice. The juxtaposition of the cute girl’s voice and the repeated mentions of poison create a stark re-iteration of just how damaging smoking around others can be – and why you should get in touch to give up and help yourself and those around you live healthier lives.
3. British Gas (Ogilvy & Carat)
Now we’ve all tried to playing a tune on the spoons before but British Gas have gone a little bit further than that. A rendition of ‘Rescue Me’ by Fontella Bass played on doorbells, spanners and drills has created a way of making boiler repairs seem far more entertaining than they actually are! Sound effects and music, if used incorrectly, can sometimes obscure the message but thanks to the no-nonsense delivery from the unmistakeable Timothy Spall you know precisely who is talking to you and exactly what they’re offering.
2. Tesco (The Red Brick Road & Initiative)
I wish I could whistle. I’ve tried – and I mean really tried – to whistle along to the Tesco ads but any attempt just ends failing miserably. However, whilst I may lack skills in the whistling department, I do have Clubcard points in need of exchanging. It’s probably no surprise that Tesco ads stand out so well on-air thanks to their distinctive sonic identity and ‘Every Little Helps’ slogan but it’s no mean feat to consistently create involving ways of delivering your messages to the audience and Tesco continue to do just that.
1. Department for Communities and Local Government – Fire Kills (RKCR/Y&R & M4C)
Hats off to the DCLG and the Fire Kills campaign for successfully topping the list once more with this year’s iteration of the campaign. Last year’s ad was a short, sharp 10 second reminder to listeners to test their alarm. This year’s copy is slightly longer but by no means creates any less of an impact. Using the eerie ticking clock engages listeners in what they might think is a quick reminder to change their clocks before the true message is unveiled, and you’re hit with the information that should get all of us checking our smoke alarms. Something for all of us to keep in mind once more as the end of British Summer Time closes in on us.
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