RAB Best Of 2013

Radio THE BEST OF 2013

|CASE STUDIES |INDUSTRY OVERVIEW |AWARD WINnING CREATIVE |top radio tips |Radio globally

CONTENTS GM’S FOREWORD MATONA SAKUPWANYA Brave New Radio is here!

P.03

case studies

listen up P.19

creative counsel

STANDARD BANK Standard Bank right on the money with radio P.08

THE CREATIVE COUNSEL In the hot seat: some of the best radio writers P.27

5FM Blue Label makes the right call with radio P.09

RADIO GLOBALLY

FNB FNB ‘banks’ on radio for real rewards P.10 SAMSUNG Radio gives Samsung star power P.12 MINI Radio shifts MINI into 5th gear P.13 OLX OLX shows how to ‘sell it’ on radio P.14 ISUZU Isuzu on track for greatness with radio P.15 STYLEMOLOGY Radio the perfect ‘fit” for stylemolgy P.16

Ground breaking new radio advertising research and highlights from RadioWorks 2013 P.29 Throw the radio rule book out P.31

TOP radio tips Bite-sized nuggets on how to get the best out of radio advertising P.33

quickfire Does radio wear boxes or briefs?

We find out...

P.35

AWARDS LOERIE AWARD WINNERS P.37 PENDORING & CREATIVE CIRCLE AWARDS P.39 CANNES AWARDS P.49

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REPOSITIONING 01 RAB PROJECT Brave new Radio is here!

04 02 CASE STUDIES The cream of SA’s radio advertising crop unpack the returns from their smart use of radio.

03 RADIOWORKS

Highlights from the annual RadioWorks Conference and more!

LISTEN UP! We take stock of radio’s achievements in 2013 + some great tips on how to get the best out of the medium in 2014.

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Brave

NEW RADIO IS HERE What do you love about radio? No doubt we all have a favourite recollection of how easy it was (and still is!) to form a bond with your favourite programmes and the on-air personalities. I’m still always fascinated by how listeners calling in to stations always talk to the on-air personalities as if they were chatting to a personal friend, and vice-versa. That’s the beauty of the medium.

We all know that radio’s personal because we each have our own personal connection and experience to draw from.

For us at the RAB, 2013 marked the start of our most exciting phase to date as we got up close and ‘real personal’ with the medium we all love.

Radio has for a long time been known as the ‘frequency’ medium, but there is little understanding of what this means for advertisers and little acceptance that this ‘old’ positioning is still relevant.

That’s why the RAB embarked on the Radio Repositioning project.

We see this project as a much-needed rebranding that will revive radio’s

relevance, particularly in this fast-paced digital generation we’re living in, and hopefully shift advertisers understanding of how this so called ‘traditional’ medium is in actual fact, multi-platform.

Radio has always been interactive, long before it was fashionable to encourage two-way conversations with your audience. There has always been an ability to communicate with the on air personalities whether it was via a telephone, letters, email and more progressively through SMS, Facebook and Twitter. This is the one medium that has always encouraged user-generated content.

Our aim, therefore, is to successfully re-position Radio in the minds of advertisers and their agencies as a primary advertising vehicle, and shift the thinking around how the medium is approached and used. Keep your eyes and ears open in 2014 as the project rolls out.

While we’re in the spirit of seizing every moment to magnify the medium’s accomplishments and successes - this year’s

edition of ‘Radio. The Best Of’ is (as always) a collection of the best examples of excellence in radio advertising. Look out for case studies from Standard Bank, Samsung, Isuzu and many more - all proving that Radio offers a powerful and reliable communication platform to advertisers.

Great creative work can have a major positive impact on the effectiveness of radio advertising and we’ve interviewed some young, bright creative minds to find the secret to award-winning radio – see page 27.

With Radio still enjoying a healthy share of revenue growth and listenership figures holding up well, we personally engaged some of the players in the industry on page 19. They live and breathe the medium after all, so who better to ask just what made 2013 such a great year for Radio, and why 2014 heralds the next great age of the medium.

Overall, it’s a great book to kick the year off with + with the launch of Radio’s ‘Real Personal’ positioning and a lot more, it’s safe to say that if there’s a medium to ‘watch’ in 2014 – it’s Radio!

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Matona SAKUPWANYA

general manager:

Radio Advertising Bureau South Africa

“what do you love about radio?”

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case studies

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standard bank right on the money with radio

jacqui carnelley MARKETING EXECUTIVE:

Personal and Business Banking, Standard Bank

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The Challenge To market Standard Bank’s Access Banking products to listeners earning between R3 000 – R8 000, to educate listeners about general banking literacy i.e. how and why to use them, and to entrench AccessBanking brand awareness.

“Helping our customer’s progress in life is at the heart of Moving Forward.

Giving a loan to a hopeful father who is building a room onto their house for their unborn child helps his family realise their dreams.

We want to teach people that by making the right financial decisions they can improve their lives significantly” says Jacqui Carnelley, Marketing Executive for Personal and Business Banking at Standard Bank.

Why Radio There is a strong heritage of storytelling in our country, and through radio, we are able to tap into this theatre of the mind power. Listeners form a relationship and a mental ‘picture’ of each character, to suit their own environment and circumstances. This story-telling approach helped listeners to better grasp the banking concepts – we’ve had listeners say that if they lived in the ‘Iketsetse Zenzele’ township they would join Ma Angie’s society! We were also able connect with many

different listeners in their various home languages – something we could only do through radio.

Implementation Understanding the objectives, specialist radio agency, RadioHeads created a campaign that lived outside of the ad break, within the programming environment of each station.

They conceptualised a drama centered around a peri-urban community called ‘Iketsetse-Zenzele’ (meaning Do it for Yourself), to showcase how Standard Bank’s AccessBanking can be used to make individuals’ lives better. The campaign included promos and live reads to support the actual drama and build listener engagement. The following stations were used: Lesedi FM, Motsweding FM, Thobela FM, Ukhozi FM, Umhlobo Wenene FM, Alfred Nzo FM, eMalahleni FM, Izwi Lomzansi, Jozi FM, Motheo FM and Radio Sekgosese.

Episodes were hosted on the Standard Bank Blog for listeners to listen to and download. Downloads of the episodes from the blog exceeded 54 000 downloads as at November 2013.

The Results Standard Bank’s weekly competition, which rewarded listeners for actively listening to the drama delivered 629 000 SMS entries over a 31 week period - a record for radio

- given that the campaign only ran on one day of each week, with only 4 exposures on each of those days.

Freshly Ground Insights was also commissioned to measure, both qualitatively and quantitatively, the efficacy of the campaign in delivering Standard Bank’s objectives. All areas measured delivered significantly above the norm, most especially brand and specific product recall. The research also highlighted the efficacy of a radio drama as a means to integrate brand into programming content. According to the research, consumers who have listened to ‘Iketsetse - Zenzele’ have a significantly higher usage of AccessPoints, across the board, than non-listeners. The campaign has delivered on all expectations with Brand and product recall exceeding the norm by more than 400% (FGI Research).

RAB Commentary Radio as a trusted medium has the power to affect, engage and educate and this campaign is a strong example of how brands can use radio dramas and the ‘word-of-mouth’ power of the medium to build campaigns that make a meaningful impact on people’s lives.

The ‘Iketsetse – Zenzele’ campaign is clever and commendable.

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blue label makes the right call with radio The Challenge To increase sales of Justin Bieber branded prepaid starter packs.

Why Radio Blue Label Telecoms approached 5FM and offered an exclusive prize – the chance to meet and greet teen sensation, Justin Bieber in either JHB or CT - to the station’s listener base. The station looked for a unique way to provide content and an experience around the most sought after teen concert in 2013.

Implementation Aligning with Blue Label Telecom’s and the existing ‘Feed the Fever’ theme, 5FM conceptualized and produced an integrated promotion in which listeners had to listen on air and interact online in order to win.

The campaign kicked off with a 5-day teaser informing listeners that 5FM and BLT were announcing something BIG related to Justin Bieber the next week. This was followed by a launch on the breakfast show, where all competition details were revealed.

Listeners were required to ‘feed the fever’ by aggregating the most amount of tweets using the #feedthefever5.

However, they were only allowed to tweet once the relevant DJ had opened up the competition window.

This incentivsed their time spent listening and created a national frenzy around the concert.

The competition ran across all time channels.

The ‘Beliebers’, who had created a twitter storm, were put on air and awarded a daily prize of airtime; Justin Bieber fragrances and an opportunity to go into the draw for the grand prize.

5FM offered exclusive use of its twitter handle to support the on air messaging. The station was inundated with feed the fever messages – some of which were up to 12 000 tweets per day!

The Results The 5FM ‘Feed the fever’ campaign generated fantastic awareness, with a massive buzz on social media. This campaign provided memorable

entertainment for listeners and evoked the most extreme behavior in ‘beliebers’ country wide.

Its success was attributed to the appropriate alignment with a global icon, the creative product packaging used, the prizes that were up for grabs and the right amount of on air communication and station involvement.

Learnings Radio is the perfect medium to rely on for successful On-TheGround promotions. With the effective use of onair personalities, future campaigns would be able to drive a stronger product uptake as opposed to only a virtual campaign generating awareness.

RAB Commentary It’s great to see brands like Blue Label Telecoms using radio and social media in developing content generating executions.

Radio and social media are a great fit, with incredible scope for creating crossplatform content - we should encourage more of this on radio.

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FNB ‘BANKS’ ON RADIO FOR REAL REWARDS The Challenge To encourage listeners to switch to FNB and register for eBucks rewards. The focus was on the ‘up to 15%’ rewards they stood to receive back when making banking and shopping transactions.

Why Radio FNB traditionally uses radio as their primary advertising platform because of radio’s high frequency and high penetration capabilities.

The ‘15% More Show’ campaign was a natural extension of this and capitalised on the flexibility of radio and its ability to cater for branding opportunities within programming.

Implementation To demonstrate how eBucks Rewards from FNB offers up to 15% back, 15% was added to the breakfast shows on both East Coast Radio and Jacaranda FM, extending the shows by 27 minutes – a first for both the stations. A storyline was developed, together with the presenters that would be executing the campaign, to compel listeners to tune in during the extra

27 minutes.

Jacaranda FM made use of ‘Werner’ - the Afrikaans version of ‘Steve’ from FNB’s famed radio campaign. He ‘set up’ the challenge on air before FNB came on board to offer R15 000 to one listener if they extended the Complimentary Breakfast by 15%. The concept engaged listeners in a simple SMS mechanic that would see every 15th SMS received going into a draw for a chance to win R15 000.

East Coast Radio started mid-week, with their Breakfast Stack team aiming to prove how much 15% really is. FNB in turn gave them R15 000 to give away to listeners in that Friday’s 15% extended show. Some playful drama ensued when the team was forced to barricade the studio door, to avoid the presenter of the next show from disrupting the extended broadcast.

The Results The campaign received an overwhelming 47 704 SMSs on Jacaranda FM and 21 317 SMSs on East Coast Radio, all in the space of 27 minutes. Gareth Grant, Senior Media Strategist

at FNB says; “The results exceeded expectations.

Initially I had envisaged this as just being a way to demonstrate what 15% is, however, I didn’t expect such fantastic listener engagement. It shows that an awesome idea, linked to great on-air execution, delivers phenomenal results.

Collaboration really is key.”

Learnings Extending the duration of the breakfast shows by 15% was a novel and positively disruptive idea.

It communicated a singleminded message in a way that allowed listeners to internalise what 15% really means. You need to be innovative if you want breakthrough results.

Also, Big Rewards means Big Response; when incentivising participation within your campaign, structure your prize in a way that will get listeners most excited.

RAB Commentary A great example of how radio can pay brands over and over when they collaborate with stations.

They are best-placed to give insight on how to elicit engagement from listeners.

Thumbs up for creativity!

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radio gives samsung star power The Challenge • To engage with consumers who love listening to radio, enabling them to win great prizes through a highly interactive app • To showcase the new Samsung S4’s features and capabilities

Why Radio With listeners increasingly consuming radio station content through smart phones, 94.7 Highveld Stereo and 94.5 KFM firmly believe in incorporating technology into station promotions. Samsung is always looking for innovative ways to engage with their consumers by offering value added services that make the experience with their products go far beyond expectations.

Implementation Listeners had an opportunity to win their share of R700 000 in cash when they played ‘Star Power’, on their GPS enabled smartphone. This involved downloading the Star Power app, and participating in a challenge to hold on to a star for as long as possible before close of play. If they were lucky, their star would have

either a cash or product prize behind it. Listeners without a smartphone could also participate online by simply answering a product related question on the Galaxy S4. The competition made use of Radio, Mobile, Online, Youtube, Facebook and Twitter.

The Results The awareness created around the Samsung S4 through the Star Power campaign bolstered the launch and created huge pre-order sales for this new phone. “In part, due to Star Power, the Galaxy S4 became the no.1 selling smartphone in South Africa”, says Justin Hume Director: Product Marketing, Mobile Communications.

This partnership offered smartphone users a gaming experience by connecting like-minded individuals who love listening to radio, a chance of winning great prizes through a highly interactive app. There were a total of 59 winners on 94.5KFM and 70 winners on 94.7 Highveld. The Star Power app was no.1 in the iPhone App store, with downloads totaling 63 654.

The Learnings “The results were

phenomenal from an interaction and download perspective, however it’s always important to acknowledge that the true return on investment is borne out of a converged offering which offers traditional generic radio advertising, promotional on air executions, as well as the gaming experience utilising smartphone technology.

We’ll also encourage greater downloads of the app before the start date.

By having substantial numbers at the start of play on day one, we can lessen the load on air for the encouragement of further downloads during the campaign. We also believe we can increase the content sharing and social media around the campaign”, says Simon Parkinson, National Promotions Manager, Primedia Broadcasting

RAB Commentary This is a great example of how brands looking to increase awareness can look to radio’s ability to synergise with digital platforms to achieve those objectives.

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RADIO SHIFTS MINI INTO 5TH GEAR The Results

The Challenge MINI launched their ‘NOT NORMAL’ brand campaign in July 2013. They wanted to use this brand theme at an Open weekend to further entrench the messaging.

“We planned an open weekend at all our MINI Dealerships during the third week of August 2013, with the objective of driving as many people as possible to the dealerships on these days to test drive MINI Cooper S models”, says Carmen Slade, MINI Brand Communications Manager.

of this captive audience listens to the radio. “So, for us radio really is a high ROI media channel”.

Implementation

The radio advert was recorded on a race track a first for MINI and the ad was played on 5FM and METRO FM. “We wanted to capture the exhilaration of driving a MINI Cooper S around a race track. It’s an experience that will change your life, ask our voice artist. The sound of the MINI Cooper S racing around the race track caught the Why Radio attention of many listeners and we received numerous “We really believe in radio as tweets and messages about it allows us to reach the right this. It also had a strong call target. With the congested to action, which was to visit traffic we are currently faced a MINI dealership during 17 with, most people spend a and 18 August to test drive lot more time in their cars. a MINI Cooper S”.

We also know that most

“The Open weekend was very successful. The dealerships were all much busier and we reached our volume targets for the campaign. We now know that thinking out of the box and doing things differently definitely pays off”.

RAB Commentary A clever and most unexpected way to communicatea message.

This ad demonstrates how advertisers really do have the opportunity to engage and stimulate the listener’s imagination in a way that only radio can.

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OLX SHOWS HOW TO ‘SELL IT’ ON RADIO Learnings

The Challenge To entrench the association of OLX with ‘Sell It’ and to drive traffic to the OLX website

Why Radio Radio was used for its ability to generate impact.

Radio promotions were used to engage listeners with a brand’s core message i.e. ‘Sell It.’ The campaign saw the ‘Sell It’ promotion flight on 10 regional and national stations in the same week.

Implementation Conceptualised by Ultimate Media, the campaign involved listeners entering via SMS. The game was played four times a day across all stations. The DJs played the OLX ‘Counter’. This is a sequence of ascending

numbers (sequence is different every time the game is played). The listener had to shout ‘Sell It’ before the breaking glass sound effect. They would then win the last amount mentioned. An additional element of the campaign saw some DJs actually sell something on OLX and tweet about their experience.

The Results Shelley Gotz, OLX Brand Manager says; “Nearly 300 000 SMSs were received from listeners over a 1-week period. Not only did many stations receive nearly double their usual SMS count, but the OLX website saw significant increases in traffic and listings, which was directly attributable to the radio campaign”.

Radio can be incredibly successful - when used correctly. Simplicity and consistency are key.

Implementing a radio promotion across multiple stations simultaneously is anything but simple, but the trick is to make it sound like it is.

RAB Commentary Through a simple and engaging radio concept allied to relevant presenter involvement, OLX has created a successful multiplatform campaign.

A good reminder that a strong payoff line like ‘Sellit’ can be a communicator of a brand’s positioning.

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ISUZU ON TRACK FOR GREATNESS WITH RADIO The Challenge To showcase the Isuzu KB bakkie via an interactive campaign, using OFM’s radio and online platforms at Nampo Harvest Day, the largest agricultural expo in South Africa and the second largest in the world.

competitive in South Africa, with Toyota being the market leader. It is also the vehicle of choice for farmers, therefore, Isuzu, had to make a huge impact.

Why Radio

An interactive campaign ran for 3 weeks from April to May. It involved a member of the OFM Street Squad and an Isuzu KB expert taking a long drive along different routes and terrain on their way to Nampo. The pair took the vehicle through its paces via various daily challenges, showcasing the key brand propositions and benefits of the vehicle.

The agricultural market is a niche and a difficult market to communicate to because of their rural location and their need for specialist information.

Since its inception, OFM has had a large agricultural audience, due to the demographic profile of the listeners in central South Africa. The station communicates to this community in the early morning show ‘Before Dawn’ i.e. from 04:00 to 06:00. The programme focuses almost exclusively on the agricultural market, covering aspects such as long-term weather forecasts, SAFX indicators and agricultural news, and is presented by Christie Hansen who has a rich understanding of the agricultural market and regularly attends agricultural events in the province’s rural areas.

The utility vehicle (or bakkie) market is highly

Implementation

The Results The road trip and its specifics was linked to a fun competition for listeners, who were asked a specific question about the vehicle. Winners received cash prizes and Isuzu 4x4 driving courses. The challenges were recorded and uploaded for listeners to interact online and via social media.

Learnings Mlungisi Nonkonyana, Isuzu Brand Manager says; “Campaign integration

across various media platforms was extremely important. We needed all the various touch points to have the same message.The campaign generated excellent awareness and brand exposure of the new Isuzu in key markets in the build up to and during the Nampo show – even well-wishers on the routes wanted to test drive the vehicle.

“The All Roads Lead to Nampo campaign was a success. It enabled us to enter into 10 days of dialogue with our markets in the Free State, North West, Southern Gauteng and Northern Cape in the buildup to Nampo. It created awareness of the all-new Isuzu KB’s presence at the show and strongly brought across key talking points in an entertaining manner”.

RAB Commentary Thumbs up for innovative use of radio. This case study demonstrates the infinite opportunities available on radio for brands to amplify their engagement with niche audiences.

stylemology

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RADIO THE PERFECT ‘FIT’ FOR STYLEMOLOGY

The Challenge Online fashion store Stylemology.com launched in November 2012. They approached 5FM to conceptualise an idea that would increase traffic on their website, drive brand awareness and increase sales. Parallel to this, 5FM were looking for a partner for their birthday promotion which would increase time spent listening whilst rewarding listeners.

Why Radio Natural synergies exist between the social media sphere and radio. As a leading radio brand on SA twitter, and with access to a hugely engaging and vocal audience, 5FM offered Stylemology an all-inclusive campaign that was linked to pop star, Rihanna’s tour to South Africa. The campaign offered a natural inclination to both brands’ strengths i.e. music and style.

Implementation The campaign rewarded listeners with prizes

including Stylemology vouchers, 5FM goodie bags, Rihanna CDs, makeovers courtesy of Stylemology, concert tickets as well as VIP attendance at a concert pre-party. The competition ran for a week across all daytime shows. Listeners were required to call in and ‘spin the diamond wheel’. This wheel consisted of 5 songs, and depending on which song they landed on, they won an associated prize.

The Results The promotion was extremely successful and met client’s objectives.

Listeners were rewarded with Stylemology vouchers of up to R500 for signing up on the site while each show was running. Website traffic increased by 427% compared to the previous week. Sales also showed an increase and this was due to the vouchers given out to listeners. A total of R500 000 was given away to the public in vouchers.

More than 70% have redeemed their vouchers,

with 15% spending more than the voucher value.

Learnings “We have learned that if you want your customers to engage with your brand or campaign, the incentive needs to be bigger.

Initially we were only offering vouchers worth R100 for signing up, but it was only after we introduced vouchers worth R500 after the third day of the promotion that the campaign really exploded”, says Filipe Nicolau, Stylemology Head of Operations.

RAB Commentary The most impactful radio campaigns not only start well, but also sustain interest throughout.

While the campaign was shortlived, it’s encouraging to see how the brand appreciates the flexibility of the medium and was able to amend the mechanics for long lasting results.

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LISTEN UP!

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LISTEN UP!

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AT THE RAB, WE’RE PASSIONATE ABOUT RADIO BEING THE BEST BET WHEN IT COMES TO CREATING EFFECTIVE CAMPAIGNS. FOR THIS REASON, WE HIGHLIGHT SOME WORLD-CLASS 2013 RADIO CAMPAIGNS AND WHAT OTHER ADVERTISERS CAN LEARN FROM THEM…

Name some brands that did stand-out radio for you in 2013?

“Wonga were on just about every station, from the African Language Stations to the Commercial. They understood that high frequency campaigns on radio go a long way in instilling the brand in the minds of listeners. Jingles can be viewed as being annoying when heard over a continuous period but we know that they work”.

Sanele Mgaga, SABC Media Strategist

“OLX everaged the concept of a radio promotion brilliantly. The concept was easy to implement and execute and the exciting prizes grabbed the listener’s attention”. Jenny Ghoos, Sales Director United Stations

“I liked how Standard Bank produced the ‘Iketsetse’/ ‘Zenzele’ radio drama to promote their product(s). Listeners love listening to peoples’ stories and this was effortlessly genius. FNB’s wit also had most people tuned in and sold. Lastly, the Department of Agriculture in KZN created funny and effective messages that resonated well with the station’s identity, something often uncharacteristic of government departments”. Zandile Tembe, Programmes Manager, Ukhozi FM “Radio is still one the best mediums to tell great stories, to engage people and to have conversations. This year, we were intrigued

by Steve’s disappearance, re-appearance and apparent switch of allegiance and entertained by Eugene from Nedbank, Frank.net as well as the ‘hashtag-me-people’ guy from Netflorist”. Malani van Huyssteen, Primedia Broadcasting National Sales Manager

“FNB continues to stand out with their innovation and extensive product range. They’ve embraced social media to connect their customers - this has worked well on radio and keeps listeners hooked. They have an intimate relationship with their clients and their ads are catchy, with the message always conveyed through the client’s eyes or way of life”. Phindi Gule, Station Manager, VUMA 103FM

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“So hard to choose but I’d say the most memorable were OLX (‘Sell-it’ this ran simultaneously on up to 10 stations i.e. commercial and community, DJs and listeners loved it and it generated amazing results for client) , Maynard’s (a listener won the opportunity to dunk DJ Fresh in a vat of gooey Maynard’s jelly, live on 5FM and the internet. A highly integrated radio/ digital campaign), Magnum Pink & Black- (SA’s first Twitter Auction was leveraged on radio with Gareth Cliff playing a key role), Knorrox using ALS stations and their top personalities to drive listeners to various sampling events across the country as well as Bosch Service”. John Walls, Ultimate Media

“FNB have just been extending and extending the Steve idea, and I don’t think people are tired of it yet. It’s been a genius campaign.

Wonga arrived with everyone’s catchiest ear worms as their songs, and love to hate it but they get stuck in your head. Job done”.

Rob Forbes, 5FM

“The KFC Streetwise radio ads spoke to the consumer’s emotions and their use of township language gave them the edge. The infotainment element ensured longevity of the campaign long after it had run its course. The Carling Black Label Coach campaign stood out for making consumers the champions of the campaign.

Advertisers can learn that it’s about speaking to your consumers in a simple manner and understanding their passion points”. Jabu Mabaso, Radio Specialist

“FNB and KFC both stood out as they implemented content branded segments into our breakfast show. These absolutely broke through the clutter, as did the Vespa episode on the Kardashians”.

Kevin Fine, General Manager, Jacaranda FM

“OLX, Edgars (Young, Wild and in Style) and Knorrox (Two Stock Cubes) stand out because the clients consulted the station extensively in crafting the campaign around our listener. Radio station programming departments, in particular, have to; on a daily basis keep the listener enthralled by packaging and presenting content that keeps them engaged. This makes the engagement with the listener, across multiple platforms, that much more personal”. Vukile Zondi, Programmes Manager, Gagasi 99.5 FM

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FNB brought story-telling back to radio - yes the ads were longer but maybe there was a lot that had to be said. Steve, whether you love him or hate him, you sure do have an opinion which means he’s top of mind-Bingo! I don’t recall the competitor’s comeback.

Go beyond the slick voice so I understand the benefit of the product or service. Makhosi Khoza, East Coast Radio

The Frank.net and FNB campaigns stood out for their interesting creative executions which enhanced the listening experience.

So often, ads are an interruption in programming and can be an irritation. These ads had an equal mix of entertainment and content and were well-produced, making them realistic and ‘listento-able’. Lance Rothschild, CEO, MTN Radio Awards

The OLX ‘Sell it’ campaign stands out for challenging us as presenters to constantly find more creative ways of throwingforward to each other about the competition - a remarkable opportunity to grow time spent listening (TSL). The lesson: allow each station to add its unique elements to the original idea to grow your brand. Each station understands what its listeners want and how they react to messages. Alex Mthiyane, Gagasi 99.5

The campaigns that stood out on 5FM were those that utilised the medium with a completely integrated approach. Samsungs sponsorship of the Ultimix at 6 , Hyundai’s sponsorship of The 5fm Top 40, Panarotti’s sponsorship of the ‘Cheese of the Day’ feature.

These are examples of how advertisers have been able to ensure that their brands are synonymous with features and content that is relevant to their brand promise. Stylemology proved to be a good partnership with The Rihanna Diamonds World tour. They created experiences involving social media, below the line and on air that were entertaining and involving of audiences. Aisha Mohamed, 5FM Station Manager

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What’s the first thing you were told about radio when you joined – has the myth been busted or confirmed?

“The first thing that was drummed into our heads as rookie Account executives many years ago was that radio is about delivering prospect to advertisers. Over the years we have had many robust debates between programming and sales about this. Whether its traditional broadcasting or content that lives across multiple platforms – which is the way we are moving now – for me, radio is still about delivering prospects to advertisers. We sell results and our brands work hard to maintain and build the relationship with their audiences to ensure loyalty, and thus, success for our advertisers”.

Malani van Huyssteen, Primedia Broadcasting National Sales Manager “That I’m just talking to myself. True and false. I play devil’s advocate at times, step into other people’s shoes, sometimes step on toes, but I invite listeners to tune in to the conversation I’m having with myself on their behalf”. Makhosi Khoza, East Coast Radio

“I joined radio as a Content Producer and am now Programmes Manager. I was told managing talent is one of the most challenging things in radio. It is not a myth!” Zandile Tembe, Programmes Manager, Ukhozi FM

“The rise of the internet would decrease radio listenership. On the contrary, the internet and smart phones have made it easier to tune into your favourite radio station wherever you are. In a country with 50+ million people, over 34 million people still tune into their favourite radio station every day. With radio it’s either you have it/ get it OR you don’t!” Phindi Gule – Station Manager, VUMA 103FM “One of the first lessons I learned about Radio is that ‘Perception is Reality’. It is amazing how badly people listen and how they will make their mind up about something, even when they have essentially ‘mis-heard’ it. The addendum to this lesson is ‘As we perceive, so we believe’ and one needs to be very clear in messaging to ensure no ambiguity in the way the listener hears and understands what was broadcast”. Lance Rothschild, CEO, MTN Radio Awards

“I cannot remember the first thing I was told, but one of the first things that stuck was that Radio is all about choosing your audience; finding out what they want, like and love, and then giving that to them. This rings true to this day”. Vukile Zondi, Gagasi 99.5FM

“I was told that Radio was a support medium and television/visual always sells. I have found that radio is immediate, more engaging and yields much better and quicker results than television”.

Jabu Mabaso, Radio Specialist

“My first boss in radio was Stan Katz and the first thing he taught me was that radio can get amazing results for clients - if you understand your client’s business inside out”.

John Walls, Radio Specialist “Radio is theatre of the mind. And it’s entirely, 100% myth-busters confirmed. If you tell a story around the braai, and people laugh, and like it, and tell their friends, well - then you’re playing in the radio space. There’s nothing wrong with fleshing a story out, embellishing little details here and there. This isn’t the news.

It’s learning how to always tell the best story - that’s the trick”.

Rob Forbes, 5FM

“Radio is one-on-one. Don’t fake it, the listener can tell. I have seen it over the past few years and can confirm it’s true”.

Alex Mthiyane, Gagasi 99.5FM

The beauty of the intimacy of radio and its ability to make a connection with an audience continues to reinforce my belief in the medium. Aisha Mohamed, 5FM Station Manager

What’s so exciting about the medium right now that planners and clients need to consider when advertising on radio?

“Radio right now is so tied in with the social media experience that there’s incredible scope for creating cross-platform content.

The trick is to use each channel to foster the other, not to use one platform to drive to the other, where you actually want the message to be. Also, worry less about writing things out in marketing-speak and wanting them conveyed as such. Listeners know immediately when a presenter is reading what some company wrote. If you give me 5 bullet points, then I’m forced to convey that in my style, which then brings us back to the impact that a live read was supposed to have in the first place - namely that of the presenter selling the product”. Rob Forbes, 5FM

“It’s not about numbers anymore but rather the quality of the audience that advertisers can tap into. The radio space allows advertisers to target their campaigns and brands to reach a fairly tight and specific audience, with great results and at reasonable cost”. Phindi Gule, VUMA 103FM

“By becoming part of the conversation on air i.e. attaching your brand to something that is already important to your market and leveraging the powerful relationship that Radio has with its audience, advertisers have the opportunity to unlock immense value, both financial and emotional”. Jenny Ghoos, United Stations

“To Media planners: Radio is not always about numbers. Understand the consumption behaviour, look for relevant opportunities within the relevant environment. Complicated mechanics can confuse listeners and discourage participation”. Jabu Mabaso, Radio Specialist “One of the most interesting observations is how well radio works with new - and (in particular) social media and how this drives action and interaction with brands. In reality this is not surprising, but it is rather reassuring of radio’s continued sustainability and importance”.

Lance Rothschild, MTN Radio Awards

“In the words of Reg Lascaris, it’s all about the BIG IDEA. If you get that right together with a station’s creativity, the rest will follow. For me, converged placements across our platforms, branded content and product placement were the key gamechangers in 2013. Look at multi layeredinteractions rather than just relying on traditional high frequency campaigns”. Kevin Fine, Jacaranda

“I think its key that advertisers consult with stations. They also need to be cognisant of the cultural nuances of listeners in various target markets and regions because as a personal medium, radio is all about connecting with listeners intimately”. Vukile Zondi, Gagasi 99.5FM “Far from digital detracting from radio, it has allowed radio, the original social medium, to reinvent itself. Radio is about word of mouth, which is the same fundamental principle underpinning social media. Advertisers know that this is where the masses congregate and are using the reach and frequency of radio to build their brands, while combining radio with the engagement that the digital platforms offer to build campaigns that make a meaningful impact on people’s lives”. Malani van Huyssteen, Primedia Broadcasting “Don’t believe the media experts if they tell you that TV is the only way to run cost-effective and successful national campaigns. I’ve seen radio deliver highly effective campaigns on a national basis this very year. The trick is not to limit yourself to 30 second spots but to venture into the non-traditional realm”. John Walls, Radio Specialist

“Rather than designing all-new mechanics, it works wonders when clients use existing features that the listener is familiar with”.

Alex Mthiyane, Gagasi 99.5

25 \ RADIO THE BEST OF 2013

creative counsel

26 \ RADIO THE BEST OF 2013

CREATIVE COUNSEl

27 \ RADIO THE BEST OF 2013

WE INTERVIEWED SOME OF THE BEST AND BRIGHTEST RADIO WRITERS TO SEE WHICH LOCAL RADIO CAMPAIGNS LEFT THEM THINKING “I WISH I’D DONE THAT” - MORE IMPORTANTLY - THE SECRET TO WRITING AWARD-WINNING RADIO. RADIO WRITERS, TAKE NOTE!

JEANINE GOMES Copywriter: LoweCT

ALEX GOLDBERG PAIGE NICK Copywriter: FoxP2

Copywriter: Freelance

SAFARAAZ SINDHI Copywriter: FoxP2

WHAT MAKES WRITING FOR RADIO GREAT & (ONLY OCCASIONALLY!) BORING? “I think the beauty of radio is that it’s an awesome playground – you really can do anything. It feels alive.

It’s happening now and people respond to it as it unfolds – like a live audience that you can play off”.

Jeanine Gomes, Copywriter, LoweCT “Before social media, people would change stations if they hated your spot. Now, they’re tweeting about how much your ad makes them want to drive their car off a cliff.

There is nowhere to hide with radio, that’s what makes it great”. Alex Goldberg, Copywriter, FoxP2 “When I first started in advertising, I remember the legendary John Hunt saying that the best advertising is

relevant but unexpected.

That may have been almost two decades ago, but it still rings true”.

Paige Nick, Copywriter (freelance) “As in every medium the idea is always king. And once you’ve cracked it there are endless ways to execute it. It could be a monologue, dialogue or a clever use of sound effects that will get your message across effectively. The trick is to spend time going down all those different routes until you come across something that makes you want to run into your creative director’s office and show him your genius - that’s the fun and exciting part”. Safaraaz Sindhi, Copywriter,

Fox P2

28 \ RADIO THE BEST OF 2013

What’s the best radio campaign you’ve ever scripted and what made it work?

“The Cape Times campaign had the most impact and was the most fun to work on. I think the campaign succeeded because of the authenticity of the voices. We made sure they did not sound like a parody – we needed to get the listener to genuinely believe that this was the actual person delivering the news. Also key, was choosing newsmakers with distinctive voices and finding stories that were widely known to the public to help the concept work”.

Jeanine Gomes, Copywriter, LoweCT

“I enjoyed putting together a recent campaign for Ster-Kinekor. It came from an insight that most people can remember the first movie they saw on the big screen like it was yesterday, but will have no idea what their first VHS, DVD or downloaded movie was.

It proved that some things are better on the big screen”. Alex Goldberg, Copywriter, FoxP2

“My favourite recent radio was part of a larger integrated campaign, naming kulula as ‘The Most South African Airways’. I think it worked because it was such a fun, edgy, tactical campaign with a sense of humour and guts! It’s not often as a writer that you get to work with such a brave client. It had great results for the client, but was unfortunately pulled from the Loeries at the last minute, due to legal wrangles.

Not everyone had the same sense of humour as us”. Paige Nick, Copywriter (freelance) “Frank.Net ‘Death doesn’t have to try very hard’. The campaign stood out in the mundane life insurance category and used insightful humour and a very frank voice to deliver the message in a unique way”. Safaraaz Sindhi, Copywriter, Fox P2

Which local radio campaign do you wish you’d scripted/Crafted?

“I really love the Uniball campaign. I think it is so well-written, entertaining and fresh and I immediately had that ‘damn, I wished I’d done it’ pang”.

Jeanine Gomes, Copywriter, LoweCT

“The Mercedes Benz campaigns are always well written and beautifully crafted, but if I had to pick a campaign from the Class of 2013 that I wish I had done, it would definitely be Frank. net’s ‘Death doesn’t have to try very hard’ campaign. It has a great insight and a formula that makes you want to add more lines to the script. I haven’t bought any life insurance, but I did join FoxP2 after listening to them”. Alex Goldberg, Copywriter, FoxP2

“There are just too many incredible ones to choose from. Phenomenal radio writer, Steven Burke, once wrote

a radio spot for the power of sound, called ‘Russian Roulette’, which was genius. The early MTN radio spots written by Rob Frost for TBWA Hunt Lascaris (JHB) were breakthrough. And then of course I’d kill to have written the wonderful Mercedes Benz spots created by Jenny Glover and Brent Singer for Network over the last couple of years (or any other spots they’ve ever written).

And the Frank.net stuff is killer.

Argh, they all make it look so easy”. Paige Nick, Copywriter (freelance) “That’s a hard one because there are so many great radio campaigns coming out of South Africa. From Network’s Mercedes Benz work to Ogilvy’s VW Genuine Parts, to the Strepsils work done at Havas. I wish I had written them all”! Safaraaz Sindhi, Copywriter, Fox P2

29 \ RADIO THE BEST OF 2013

radio globally

UK STUDY SHOWS HOW RADIO ADVERTISING GIVES THE BEST ROI In 2013, the RAB UK released some game-changing insights into how radio can unlock millions in untapped revenue for advertisers.

BECAUSE…RADIO WORKS This year’s RadioWorks Conference was not your usual run-of-the mill yawn fest. Instead, we featured a host of inspiring speakers, including Cannes 2013 Radio Jury President Ralph van Dijk.

Ralph (and other awesome speakers) dispense tips, from how to make a live-read work to using radio and online optimally in campaigns through the link below:

RadioWorks Conference 2013

30 \ RADIO THE BEST OF 2013

More great news is the fact that 2014 will see the RAB unveil an exciting new global, inspirational newsletter called ‘Eardrum’ in association with Ralph.

WHY THE EARDRUM NEWSLETTER? We all get inspired when we witness great creative thinking, but the marketing press tend to focus on the ideas you can see. Each year I judge award shows around the world and get to hear incredible audio work. These ideas would be great in any language and hearing them will inspire us all to make more effective audio campaigns for our clients.

Eardrum will have contributors from many countries including China, Estonia, New Zealand, USA, UK, Dubai, Holland and Belgium. They’re all keeping their ear to the ground for any interesting audio ideas.

WHAT CAN WE LOOK FORWARD TO IN THE EARDRUM NEWSLETTER? The Eardrum will celebrate the world’s best ideas in audio, whether it’s a radio ad, poem or art installation. This will help creatives generate cut-through ideas and encourage marketers to explore the potential of radio and audio for their own brands.

WHAT’S BEEN THE MOST SURPRISING THING TO COME OUT OF 2013 IN RADIO ADVERTISING? The most innovative radio idea I heard was ‘Secret Diary of a Call Girl’. It was such an unexpected response to the brief but couldn’t be more relevant. It deserved its Gold Lion as well as all the accolades it received.

RadioWorks Conference 2013

31 \ RADIO THE BEST OF 2013

THROW OUT THE RADIO RULE BOOK! YVONNE JOHNSTON

32 \ RADIO THE BEST OF 2013

THE AUDIENCE AT THE RADIOWORKS 2013 CONFERENCE SAT UP AND TOOK NOTICE WHEN MARKETER, YVONNE JOHNSTON CHALLENGED SOME LONGSTANDING RADIO MYTHS – AND WHY THE RAB’S NEW RADIO RE-POSITIONING PROJECT COULDN’T HAVE COME AT A BETTER TIME… Like many industries, the delightful people who have been selling and marketing radio seem to have themselves in a bit of a rut! It is an easy place to reside, especially if the money keeps rolling in.

It is when times are tight that management begins to contemplate innovation and change, so I would suggest that now is a good time.

They want a lot…

At the same time the stations are fighting shareholder demands, rising costs, and increased competition. It is tough.

But there definitely are opportunities for those stations who are prepared to be flexible, to think innovatively and to do things differently. For the clients who demand a different way of doing The world has business, the rewards fundamentally shifted – the can be brilliant in terms citizen is picky as hell and of connecting with their now has a voice. Clients markets. Brands want to are bored with being be content providers – bored, and relevance takes they want to be a part of centre stage. The truth is their consumers lives and that the second you are narratives. They want to not relevant, the consumer create that elusive brand flicks a switch. And you loyalty. disappear into cyberspace.

This is a massive challenge Radio is a brilliant partner for the industry. to mobile, to digital and to outdoor platforms. Radio Bottom line: clients drives the engagement. want real dialogue, they It also speaks to micro want to co-create their communities – which is campaigns, they want the future of all marketing. experiential interaction People will gather around with their market, they common interests and want real value, they want demographics will be less a high quality of client important in the future. connection, they want flexibility, they want real In truth, Radio, as the relationships with their original social medium is market, they want unique finding that its time is NOW. ideas.

We live in the ultimate

social era. It is the antithesis of passive Television.

For the first time, I feel confident in saying that Radio CAN be the primary medium. We have seen very successful case studies such as the FNB ‘Steve’ campaign which drove exponential sales. It was current, relevant, connected to the core human truth of how people feel about their bank and it proved that radio, if used correctly, is immensely powerful.

The problem is that Radio is perceived to be a not-sexy medium by some creatives.

This has to change. Radio cannot be the ‘add on’ to TV, to build frequency. Specific campaigns that understand how the medium works need to be developed and honoured when they work. It can be done.

It all just takes a mind shift.

The time is right.

People LOVE radio, it connects in a way that no other medium can.

As Schoneberg (whoever he was) said in 1930; “Radio is an enemy, a ruthless enemy, marching irresistibly forward, and any resistance is hopeless”.

33 \ RADIO THE BEST OF 2013

“The campaigns that have stood out have been the simple ones things like cash activations using count-down timers, etc. Nothing that hasn’t been done before, but there have been a couple lately using simpler mechanics than usual, and I think this is golden. The register via sms using a keyword for a chance to be called back and also look up another keyword on Facebook and go to the venue and and and… is just painful for everyone involved, including presenters. Keeping it short and sharp is much better for listener retention through activations.

Nobody wants to hear someone else get money and then have to sit through another minute and a half of live-reads afterwards”.

ROB FORBES 5 FM

“Keep it simple. Engage not just the listener but the DJ too. There’s nothing that will kill a promotion quicker than an apathetic DJ. Make them want to have the competition in their show. Be generous with the prizes. Give away cash - and lots of it. Don’t ask product-related questions. It’s quite possible to come up with exciting, suspense-filled concepts which are built around the client’s core message.”

John walls

Ultimate Media

“Advertisers need to be mindful that they get the advertising they deserve. They need to challenge creative to ensure that they get compelling and engaging work. Bob Pittmans (CEO of Clear Channel in the USA with more than 1200 Radio Stations in their portfolio) recently said that “Radio is the last mass-reach, real-time medium” and he is so right. You have people’s attention right now and you need to respect the listener’s intelligence in the way you create, plan and flight your media schedule. Remember that ‘funny’ has a limited shelf-life”.

lance rothschild MTN Radio Awards

34 \ RADIO THE BEST OF 2013

top radio tips WE’VE SCOURED THE INDUSTRY INSEARCH OF THE MOST ORIGINAL SUGGESTIONS ON HOW TO GET THE BEST OUT OF RADIO ADVERTISING. HERE GOES!

“Truly understand the value of the audience being delivered by the radio station. Build partnership relationships with media owners, (especially with the sales staff who understand how to get the best out of the station) and in this way create more value for your client rather than just pushing to get a lower rate. Get to know the station. Let campaigns speak to the very same audience that the station speaks to. Be very mindful of the language, audiences are very particular and sensitive to how they are spoken to”.

Jenny Ghoos United Stations

“Radio can stand alone as an advertising medium but it is also a gateway to a digital platform - never discount this. Radio is alive and kicking, take the time to craft your message, playing safe sucks in 2014”.

makhosi khoza East Coast Radio

Ensuring the placement of the campaign is in the correct environment and at the right time ensures you’re in the right space. Radio has the ability to create an emotional connection when most other forms of media keep the consumer at arm’s length. Radio’s ability to integrate its content across a multitude of platforms allows the medium to provide more of a lasting relationship.

click to go back to contents page

aisha mohamed

5FM Station Manager

35 \ RADIO THE BEST OF 2013

QUICK FIRE

Is radio the wall flower or the popular guy/ girl in the room?

• I think radio is the nerd who makes good. Nobody looked twice at Mark Shuttleworth until he made his first gabillion and went to the moon. Radio is the same. We always underestimate it, until someone writes something genius (remember the Toyota spots with Raj 1 and Raj 2?) then suddenly everyone is reminded how hot it is again. Paige Nick, Copywriter • The MOST popular! Sorry, TV. You’re just not cool. Rob Forbes, 5FM • Radio is the room. Safaraaz Sindhi, Copywriter, Fox P2 • It’s the quiet wallflower that surprises you. Jeanine Gomes, Copywriter, LoweCT • Radio is the popular girl in the room one minute and an irritating call-centre operator the next. Alex Goldberg, Copywriter, FoxP2 • Neither. It’s the friend whose true value you only realise once they’re gone.

Sanele Mgaga, SABC Media Strategist

does radio have an e-tag?

• Hahahahaha. No. Radio’s still in the club while everyone else is driving to work. Rob Forbes, 5FM

36 \ RADIO THE BEST OF 2013

PAIGE NICK Copywriter: Freelance

ROB FORBES SAFARAAZ 5 FM SINDHI Copywriter: FoxP2

JEANINE GOMES ALEX Copywriter: GOLDBERG LoweCT Copywriter: FoxP2

sanele mgaga

Media Strategist: SABC

who is your favourite radio personality and why?

• Whackhead Simpson. The guy is an evil genius. I listen to the radio to be entertained and he knows how to keep a captive audience. His show is the equivalent of watching someone walk into a glass door while holding a cactus.

I love it. Alex Goldberg, Copywriter, FoxP2 • It would have to be DJ Fresh. He’s funny and consistently relevant. Safaraaz Sindhi, Copywriter • To be honest I don’t really have one. But I admire John Maytham, Jeremy Maggs and Gareth Cliff for being super well-informed, for speaking their mind and for being unafraid to challenge the norm. Jeanine Gomes, Copywriter, LoweCT • Garrison Keillor is an author and storyteller, who for years has hosted a radio show in the USA, called ‘A Prairie Home Companion’. His stories are timeless, and listening to him telling them is a sublime experience that highlights the power of sound. Paige Nick, Copywriter

37 \ RADIO THE BEST OF 2013

LOERIE AWARD WINNERs

KEY =

BRONZE

CRAFT CERTIFICATE

CRAFT CAMPAIGN GOLD

SILVER

PRIZE

CATEGORY

BRONZE

Radio Commercials - up to 90s

Brand

Product

Entry Agency

CAMPAIGN BRONZE

Radio Commercials - up to 90s

RAMSAY MEDIA

Car Magazine

Bester Burke

CAMPAIGN CRAFT CERTIFICATE

Radio Crafts - Original Music & Sound Design

Peninsula School Feeding Association

Peninsula School Feeding Association

DRAFTFCB Cape Town: A Division of Umlingani Group

CAMPAIGN SILVER

Radio Commercials - up to 90s

Toyota South Africa Motors (Pty) Ltd

Toyota Genuine Parts

Draftfcb South Africa (PTY) LTD Johannesburg

CAMPAIGN BRONZE

Radio Commercials - up to 90s

Toyota South Africa Motors (Pty) Ltd

Toyota Genuine Parts

Draftfcb South Africa (PTY) LTD Johannesburg

CAMPAIGN CRAFT GOLD

Radio Crafts - Writing

Master Lock

Master Lock 4 Digit Safe

FOXP2

GRAND PRIX

Radio Commercials - up to 90s

Frank.net

Frank.net Life Cover

FOXP2

SILVER

Radio Commercials - up to 90s

National Geographic Kids Magazine

NG Kids Magazine

FOXP2

CAMPAIGN BRONZE

Radio Commercials - up to 90s

Frank.net

Frank.net Life Insurance

FOXP2

CAMPAIGN GOLD

New Voice Non-English Radio

Strepsils & Strepsils Intensive

Strepsils & Strepsils Intensive

Havas Worldwide

CAMPAIGN GOLD

Radio Commercials - up to 90s

JIK - Reckitt Benckiser

Jik

Havas Worldwide

CAMPAIGN SILVER

Radio Commercials - up to 90s

One School at a Time

Corporate

Joe Public

CAMPAIGN CRAFT CERTIFICATE

Radio Crafts - Direction

Independent Newspapers

Cape Times

Lowe and Partners Cape Town

CAMPAIGN CRAFT GOLD

Radio Crafts - Writing

Mercedes Benz

Collision Prevention Assist

NetworkBBDO

CAMPAIGN GOLD

Radio Commercials - up to 90s

Mercedes Benz

Collision Prevention Assist

NetworkBBDO

CAMPAIGN SILVER

Radio Commercials - up to 90s

Mercedes Benz

Collision Prevention Assist

NetworkBBDO

CAMPAIGN BRONZE

Radio Commercials - up to 90s

Mercedes-Benz

Certified Pre-Owned

NetworkBBDO

BRONZE

New Voice Non-English Radio

Volkswagen

Volkswagen Genuine Parts

Ogilvy & Mather Cape Town

CRAFT CERTIFICATE

Radio Crafts - Original Music & Sound Design

DStv/Mzansi Magic

Mzansi Magic

Ogilvy & Mather Johannesburg

SILVER

New Voice Non-English Radio

DStv/Mzansi Magic

Clash of the Choirs SA

Ogilvy & Mather Johannesburg

BRONZE

Radio Commercials - up to 90s

KFC

Soft Twirl

Ogilvy & Mather Johannesburg

CAMPAIGN BRONZE

Radio Commercials - up to 90s

TBWA\Hunt\Lascaris Johannesburg

Recruitment

TBWA\Hunt\Lascaris Johannesburg

BRONZE

Student - Radio Commercials

Tiger Brands

Uniball

TBWA\Hunt\Lascaris Johannesburg

RAB

RAB

Vega School of Brand Leadership

39 \ RADIO THE BEST OF 2013

PENDORING AWARD WINNERs creative circle 2013

RADIO AD OF THE MONTH WINNERS: JAN / FEB

40 \ RADIO THE BEST OF 2013

300 BRAAI

Toyota

Draftfcb, Johannesburg

DIAMANTE IS 'N DUISEND WOORDE WERD

Browns

The Jupiter Drawing Room

NG VS KLOPSE

Mzansi Magic

Ogilvy & Mather, Johannesburg

TAAI OUMAS, TAAI TIENERS, TAAI MEISIES

Toyota

Draftfcb, Johannesburg

VRIENDSKAP

Takealot.com

M&C Saatchi Abel, Cape Town

1st Position

2nd Position

3nd Position

AGENCY

Havas WW Jhb

Bester Burke

Y&R SA

CLIENT

Reckitt Benckiser

Ramsay Media

Virgin Atlantic

PRODUCT

Strepsils / Strepsils Intensive

Car Magazine

Premium Economy

TITLE

Project Scream Male / Project Scream Female

There will be a Day

53 Seconds

CREATIVE DIRECTOR Laura May Vale / Fiona O’Connor

Stephen Burke

Graham Lang / Rui Alves / Bibi Lotter

COPYWRITER

Jonathan Deeb

Stephen Burke

Marjolein Rossouw

PRODUCTION COMPANY

Sonovision

We Love Jam

Produce Sound

AUDIO ENGINEER

John Culverwell

Graham Merril

Louis Enslin / Johan Theron

AUDIO DESIGNER

John Culverwell

VOICE ARTIST

Bryan van Niekern

Louis Enslin Amy Seville @ Tonguetwisters

Jenna Ramos Violente

41 \ RADIO THE BEST OF 2013

creative circle 2013

RADIO AD OF THE MONTH WINNERS: MARCH

creative circle 2013 RADIO AD OF THE MONTH WINNERS: APRIL

42 \ RADIO THE BEST OF 2013

1st Position

2nd Position

3nd Position

AGENCY

Draftfcb Jhb

Black River FC

King James

CLIENT

Toyota SA

Nando’s SA

Independent Newspapers

PRODUCT

Genuine Parts

Mielie Meal/Full Pack/1/4 Chicken Meal

Cape Argus

TITLE

Ride of Valkyries / In the Hall of the Mountain King / William Tell Overture

Anel / Bianca / Kuhle

Magistrate Nail

CREATIVE DIRECTOR Tiaan van den Heerden

Vanessa Gibson

Kevin Kennedy

COPYWRITER

Liam Galt / Dani Meneghin

Dave Topham

Devin Kennedy / Paige Nick

PRODUCTION COMPANY

Frequ’cy

Sonovision

We Love Jam

AUDIO ENGINEER

Nkosinathi Luthongo

Paul Geddes

Arnold Vermaak

AUDIO DESIGNER

David Waugh

VOICE ARTIST

Tumusho Masha

Arnold Vermaak Kagiso Lediga / Anel Alexander

1st Position

2nd Position

Adam Behr

3nd Position

AGENCY

Draftfcb Jhb

Net#Work BBDO JHB

TBWA Hunt Lascaris (JHB)

CLIENT

Toyota SA

Mercedes-Benz

Messaris

PRODUCT

Lexus

Certified Pre-Owned

Canned Nuts

TITLE

Clinches

Nest

Canned – Award / Market Share / Sales

CREATIVE DIRECTOR Tiaan van den Heerden Jenny Glover / Brent Singer

Adam Livesey / Matthew Brink

COPYWRITER

Bongi Luvuno

Jared Osmond / Greig Wait

Charles Pantland / Shane Forbes

PRODUCTION COMPANY

Sonovision

First Left

Produce

AUDIO ENGINEER

Greg Fox

David Law

Louis Enslin

AUDIO DESIGNER VOICE ARTIST

David Law Michael Richards

Ron Smerzar

Michael McGovern / Zach Haines / Tom Fairfoot

43 \ RADIO THE BEST OF 2013

creative circle 2013 RADIO AD OF THE MONTH WINNERS: MAY

creative circle 2013 RADIO AD OF THE MONTH WINNERS: JUNE

44 \ RADIO THE BEST OF 2013

1st Position

2nd Position

3nd Position

AGENCY

Volcano Advertising

Ogilvy JHB

Draftfcb Jhb

CLIENT

Reader’s Warehouse

DStv

Toyota SA

PRODUCT

Children’s Books

Clash of the Choirs

Lexus

TITLE

Meouw,Meaouw/I’m a Movie Choir vs Ladysmith Pig/The Human has been / Drakensberg vs Meadowlands / Celtic vs Neautralised Southern Gospel

Mike / Roxy

CREATIVE DIRECTOR Francois Boshoff / Glen Jeffery

Molefi Thulo / Tumi Sethebe

James Cloete

COPYWRITER

Francois Boshoff

Terry Mckenna / Sibusiso Sitole

Melusi Mhlungu

PRODUCTION COMPANY

Ministry of Illusion

RobRoy Studios

Finetune

AUDIO ENGINEER

Mickey Pereira

Lourens Persons

Grant Harris

AUDIO DESIGNER

Mickey Pereira

VOICE ARTIST

Marcus Wyatt

RobRoy Studio Artists / Sibusiso Sitole

Herald Richter / Michael Richards

1st Position

2nd Position

3nd Position

AGENCY

Lowe Bull (Cape)

TBWA Hunt Lascaris (JHB)

FoxP2

CLIENT

Independent Newspapers

Tiger Brands

Property24.com

PRODUCT

Cape Times : First Hand Radio Account

Uniball Pens

Property24.com

TITLE

Zille / Tutu / Zuma / Bush / Malema

One Night of Passion / Pappy is Dead / Come Home to Me / Bust you Out

Floppy Disc / Fax / Answering Machine

CREATIVE DIRECTOR

Kirk Gainsford

Adam Livesey / Matthew Brink

Justin Gomes

COPYWRITER

Jeanine Gomes

Vincent Osmond / Jade Manning / Sacha Traest

Kenneth van Reenen / Brendan Hoffmann

PRODUCTION COMPANY

We Love Jam

Sterling Sound / Opus

We Love Jam

AUDIO ENGINEER

Graham Merrill / Arnold Vermaak

Lourens Persons / Lovemore Nkuna

Arnold Vermaak

AUDIO DESIGNER VOICE ARTIST

Arnold Vermaak Nicky Jackman

Christine le Brocq / Adam Behr

Adam Behr

45 \ RADIO THE BEST OF 2013

creative circle 2013 RADIO AD OF THE MONTH WINNERS: JULY

creative circle 2013

RADIO AD OF THE MONTH WINNERS: AUGUST

1st Position

2nd Position

3nd Position

AGENCY

Net#Work BBDO JHB

FoxP2

Draftfcb Jhb

CLIENT

Mercedes-Benz

Master Lock

Toyota

PRODUCT

Collision Prevention Assist

4 Digit Safe

Automark

TITLE

Scooter / Virus / Lawyer Tool Time / Pizza Boy / Piano

Warranty / Mega Mileage Bonanza

CREATIVE DIRECTOR

Brent Singer / Jenny Glover

Justin Gomes

Grant Sitole

COPYWRITER Brent Singer / Jenny Glover

Kenneth van Reenen / Brendan Hoffman

Thabang Manyelo / Lazola Gola / Vuyo Mpantsha

PRODUCTION First Left COMPANY

Freq’ncy

Fine Tune

AUDIO ENGINEER

David Law

Simon Malherbe

Siphwe Mbabisa

AUDIO DESIGNER

David Law

Simon Malherbe

VOICE ARTIST

Tom Fairfoot / Anthony Coleman / Fiona Ramsey

Adam Behr / Tanya Huber / Robin Smith

1st Position

2nd Position

3nd Position

Thabang Manyelo / Mary Makgatho / Africa Tsoai

Shared 3rd Position

AGENCY

Joe Public

Ogilvy JHB

Black River FC

Boomtown

CLIENT

One School at a Time

Multichoice / DStv

Mini SA

Bagshaw Footwear

PRODUCT

Corporate

DStv Sport Channels

Mini Open Weekend

LeMaitre Safety Shoes

TITLE

Project English Day 1,2,3,4,5

Women’s Day

Mini Test Drive

Spike / Hammer

CREATIVE DIRECTOR

Pepe Marais / Xolisa Dyeshana

Carl Willoughby

Spike Kunene

Andrew MacKenzie

COPYWRITER Jeanine Vermaak/Freda Raubenheimer

Tracy-Lynn King / Georja Bunger

Jessica Crozier

Gary Welsh / Tim Jones

PRODUCTION Cut ‘n Paste COMPANY

Sterling Sound

Sonovision

Rapp Studio

AUDIO ENGINEER

Lorens Persson

Paul Geddy

Bronwen Nel

AUDIO DESIGNER

Lorens Persson

Sonovision

Bronwen Nel

Cleo Rinkwest

Adam Behr

VOICE ARTIST

Jo Darling

47 \ RADIO THE BEST OF 2013

creative circle 2013 RADIO AD OF THE MONTH WINNERS: SEPT

creative circle 2013 RADIO AD OF THE MONTH WINNERS: OCT

48 \ RADIO THE BEST OF 2013

1st Position

2nd Position

3nd Position

AGENCY

Derrick

Ogilvy JHB

Owen Kessel

CLIENT

City of Cape Town

M-Net

Multichoice

PRODUCT

Electricity Saving

Mzansi Bioskop (Mzansi Magic)

DStv Food

TITLE

Two Play/Fasting/ Calendars/Dog Hair

Zulu

Except for Cyril/ The Good Kind of Funny/1 Rock Radio

CREATIVE DIRECTOR Livio Tronchin

Tseliso Rangaka

Nicola Bower

COPYWRITER

Livio Tronchin

Loyiso Madinga/Marcus Moshapalo/Justice Mukhe

Gordon Laws

PRODUCTION COMPANY

Big Leap Music & Post

Aquanote Studios

Audio Militia

AUDIO ENGINEER

Craig Osmond

Lovemore Nkuna

Craig Hawkins

Lovemore Nkuna

Gordon Laws

Charles Bougueno/ Murray Todd/Kholo Skenjane

Gordon Laws/ Paul Spies

AUDIO DESIGNER VOICE ARTIST

Larry Davis

1st Position

2nd Position

3nd Position

AGENCY

King James

Ogilvy JHB

n/a

CLIENT

SABC

Cell C

n/a

PRODUCT

Comedy Night

International Calls

n/a

TITLE

Knock Knock / Horse

French

n/a

CREATIVE DIRECTOR Rob McLennan / Graeme Jenner

Peter Little

n/a

COPYWRITER

Shane Durant / Angie Battis / Craig Durrant / Graeme Jenner

Dana Parmenter / Chantelle Dos Santos

n/a

PRODUCTION COMPANY

Sterling Sound

Produce Sound

n/a

AUDIO ENGINEER

Lorens

Louis Enslin

n/a

AUDIO DESIGNER

Lorens

Louis Enslin

n/a

VOICE ARTIST

Shane Durant / Craig Durrant

Bryan van Niekerk / Louise n/a Barnes

49 \ RADIO THE BEST OF 2013

cannes awards 2013

50 \ RADIO THE BEST OF 2013

DETAILS OF GOLD AGENCY

CATEGORY

PRODUCT & TITLE

Net#Work BBDO

Radio-Cars

Mercedes-Benz/Certified Preowned “TMA/Nest”

Net#Work BBDO

Radio-Best Scriptwriting

Mercedes-Benz/Certified Preowned “TMA/Nest/CD”

DETAILS OF SILVER AGENCY

CATEGORY

PRODUCT & TITLE

Havasww

Radio-Pharmacy

Strepsils/Intensive “Girl/Guy”

DETAILS OF BRONZE AGENCY

CATEGORY

PRODUCT & TITLE

FoxP2

Radio-Banking

Frank.net/Life Cover “Chocolate Bar/Mothballs/Grand Canyon”

Net#Work BBDO

Radio-Scriptwriting

Mercedes-Benz/Collision Prevention Assistance “Scooter/ Virus/Lawyer”

DETAILS OF SHORTLIST AGENCY

CATEGORY

PRODUCT & TITLE

Draftfcb CT

Radio – Appeals

Peninsula School Feeding Assoc.

“Vanessa /Andre”

FoxP2

Radio – Insurance

Frank.net “Frank Live Radio Head”