The Sound of
SucceSS The laTeST radio effecTiveneSS caSe STudieS
Brand oBjecTive: SaleS
auToGlaSS PAGES 6-7 h&M PAGES 8-9 heinZ PAGES 10-11 XBoX PAGES 12-13 Tilda
®
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Brand oBjecTive: conSideraTion
nando’S PAGES 18-19 WindoWS 7 PAGES 20-21 SouThern coMforT PAGES 16-17
PAGE 1
conTenTS
PAGE 2
Preface
Brand oBjecTive: aWareneSS PAGES 24-25
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Brand oBjecTive: reSPonSe
franK PAGES 34-35 MeT Police PAGES 36-37 WaiTroSe PAGES 32-33
Brand oBjecTive: fooTfall PAGES 40-41
vW PaSSaT The Sound of SUCCESS
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Preface by Simon Redican
On top of all of this, Commercial Radio has enjoyed a lot of success in recent industry awards, collectively scooping its best ever haul of 14 Gold awards at the Sony Radio Academy Awards 2011, and the RAB picking up both the Gold and the Silver awards for Best Research Initiative at the Media Week Awards 2010 as well as Silver at the Marketing Week Engage Awards 2011.
With a record audience of 34 million adults tuning in to commercial stations every week, it's absolutely clear that Britain Loves Radio. Not only did 2010 see our audiences grow, but it also saw four successive quarters of year-on-year revenue growth and, in terms of advertisers, the sector now boasts a significantly higher brand count than last year. This progress is especially impressive when considered against the background of the dramatic reduction in spending from the COI, historically the industry’s largest advertiser.
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The Sound of SUCCESS
If you still need convincing that radio is worth considering for your brands, then take a look at the 15 case studies in this booklet. They all demonstrate how brands can harness the strength of the listener-station relationship through airtime and brand partnerships with stations, and provide excellent proof of the effectiveness of radio. Whatever market you are in, I’m sure you’ll gain some inspiration from having a look and listen. And if they motivate you to harness some of Britain’s love of radio for your brands, why not give us a call.
Simon Redican, Managing Director, Radio Advertising Bureau
SALES
BRAND OBJECTIVE
SALES
CASE STuDIES
AuTOGLASS H&M HEINZ XBOX TILDA
®
Brand objective – Sales
3
Autoglass® Using radio scheduling to maximise profitable levels of business Implementation Rajar, Touchpoints, Autoglass® response data and other studies were reviewed in detail for information which could help refine the implementation. Econometric analysis was also used to identify areas of differing return on investment. The key strands of the media planning for this next stage of radio usage were: The challenge ®
Since 2005 Autoglass has become the UK’s leading vehicle glass repair and replacement company, and this success has been built principally on the back of radio advertising. The next task facing the brand was to optimise this activity, and ensure that their radio was working at its most profitable level – too few incoming phone calls meant a waste of resources, but too many could flood the call centres. Why radio? Unlike other case studies here, the decision to use radio was already taken in advance – it was the medium where Autoglass® built their brand from scratch and had created such spectacular success in the past.
4
Brand objective – Sales
> Modal targeting (right people, right time and place, such as moments for “Life Admin Tasks” identified in Touchpoints) > Frequency planning (to maximise effective frequency at listener level)
> 40 customer service home workers were recruited to support advertising spikes at particular spot times and weekends > Technician workforce grew by 35% in 12 months to help managed growth in demand. Results Sales data is confidential to Autoglass®, however it can be revealed that between 2007-10 sales attributable to radio, and efficiency of radio usage rose by 28% achieving annual record sales year on year.
> Station selection (removing less efficient stations)
In addition, brand awareness for Autoglass® has reached its highest level ever, and brand awareness has reached saturation (99%).
> Interplay with other media (radio was proven to perform better when linked to other media activity)
Autoglass® has consolidated its number one position in the market ahead of the competition.
Careful operational planning also took place to maximise conversion:
RAB Commentary
> Quarter-hourly call forecasting to ensure right resourcing was in place to cope with demand uplifts > Two new UK call centres were open in less than 18 months
Autoglass® is a unique brand in its trailblazing use of radio as a primary medium. This study also shows that it is possible to refine an already successful strategy in order to make it as efficient as possible.
140
120
+28%
128
100
100 80
60
40
20
0
2007
2010
Sales attributed to radio rose by 28% (indexed)
“ Radio advertising has transformed our business. In just five years, it has helped us to not only reach a solid market leading position but to also create a gap in consumers’ minds of over 12 fold between the Autoglass® brand and its nearest competitor. The power of radio to drive response and build brand awareness, consideration and preference is unquestionable even in a low interest category like vehicle glass.” David Meliveo, Marketing Director, Autoglass®
Source: Starcom/Autoglass®
Brand objective – Sales
5
H&M - fashion against aids Leveraging radio’s power to access the world of music
Why radio? Radio offered the flexibility required in terms of day of the week and time of day for advertising, but more importantly it offered access to the supremely potent world of pop music. For the target customers, stars like Rihanna, Katy Perry and Estelle are enormously powerful draws. In addition, Capital had in-house expertise in terms of extending the campaign onto other platforms. Implementation
The challenge H&M had begun an important and productive association with Fashion Against Aids in 2008, and the challenge at this stage was to drive the twin goals of spreading safe sex behaviour and increasing sales. Fashion Against Aids is supported by some of the biggest names in pop music, some of whom were involved in creating designs for the T-shirts, so we had to drive customers into the stores to make a purchase (HIV/Aids charities get 25% of the proceeds).
6
Brand objective – Sales
The core of the campaign in terms of critical mass was the live concert by Estelle at an H&M location which was undisclosed until the previous day. Excitement for this was built up on air over the preceding week, and listeners could enter a competition (online and instore) to win one of only 500 tickets. In addition the promotion featured on the Capital Bus, usage of the Capital iPhone app (first advertiser to do so), video diaries with Estelle online, postcards of the T-shirt designs etc. Radio created the central excitement through broadcast, but the other touchpoints mobilised response and increased engagement.
“ This unique way of using radio enabled H&M to build excitement and PR around a very unusual store event, communicate a sensitive message to a hard to reach audience and drive sales of FAA clothing.” Beth Handyside, Business Director, Universal McCann
Results As a result of the campaign, the competition attracted 17,000 entries, but crucially the initiative resulted in the sale of over 50,000 of the designer T-shirts, with each one donating 25% of proceeds to HIV/Aids charities. RAB Commentary A very good example of the way branded content initiatives on radio can take off in other platforms, and of the way radio still offers exclusive access to the enduringly powerful world of music.
Radio drives sales of designer T-shirts Source: Universal McCann
Brand objective – Sales
7
Heinz - “it has to be Heinz” Using radio scheduling to maximise profitable levels of business Why radio? This campaign needed a very flexible medium, which could communicate daily, weekly or around special events, and with fast turnaround times. There was also a need for regional upweights.
“ The It Has To Be Heinz radio campaign was such a success that it continues to form an essential part of our communications plans on an on-going basis”. Giles Jepson, Marketing Director, Heinz
The challenge Retailer Own Label is often the strongest rival in categories where Heinz operates, and in the recessionary climate following the financial crisis, Heinz’s share was under intense pressure. The solution was to remind people (mainly mums) of the emotional relationship they have with Heinz products: sometimes only the real thing will do (e.g. “proper Heinz Beanz”). The campaign slogan was “It Has To Be Heinz”.
8
Brand objective – Sales
Perhaps most importantly, the campaign had to reach out engagingly to mums at key times during the day (the all-important “Heinz moments”) when meals were being planned or purchase decisions being made. Implementation The campaign was initially launched using heavyweight TV, and the role of the radio was to take the emotional “It Has To Be Heinz” message and deliver it into people’s lives in a meaningful and persuasive way. This included modal targeting, where the ads were run at certain decision points during the day, and on certain days of the week. In addition the campaign included tactical messages related to events in the calendar – for example Salad Cream messages on Boxing Day, Soup messages round Bonfire Night and fast turnaround tactical messages about the hot food range during the heavy snowfall in November-December.
Results The RadioGauge measurement showed healthy positive shifts in awareness and consideration and, in terms of the bottom line, Heinz managed to increase brand sales by nearly 3% year-on-year in the face of huge category pressure from the retailers. RAB Commentary Only radio could have met the requirement from this brand – a strong emotional engagement in the creative work, plus ultimate flexibility in terms of timing, regionality and production turnaround.
Radio increases brand sales by nearly 3% Source: Holmes & Cook Econometrics
Brand objective – Sales
9
XBOX - Lips Number One Hits Grabbing attention through innovative use of radio
Why radio? Gamers are in the heartland of the commercial radio audience of course but, more importantly, the audio medium of radio allowed the brand to dramatise the way the singing game worked. Global Radio created a bespoke campaign based on a “karaoke mashup” treatment of Lily Allen’s hit song The Fear, which could be extended into other platforms. Implementation The challenge The music games marketplace is a very closely fought territory, and Xbox had to find a way to ensure that the launch of “Lips – Number One Hits” would cut through to consumers. The concept of the game was unique – collaborative rather than competitive - and the brand decided to use this point of distinction to bring the game to life for potential buyers.
10
Brand objective – Sales
Global Radio produced a nationwide “Lips Tour” featuring booths where consumers could try out the game on camera, then their footage could be accessed online and mashed up with other performances including Lily Allen’s. All the different versions were mixed down into a massive mashup where all the individual performances were featured as parts of a mosaic effect, and this was shown on TV, online and in mobile apps.
“ The Sing With Lips partnership with Global was the perfect way to reach our audience because it gave us a variety of different mediums to engage with them. We were extremely pleased with people’s response to the campaign and the huge wave of user generated content we were able to use in our TV ad.” Laura Disney, Product Marketing Manager, Microsoft Limited
Results Levels of engagement were high, as witnessed by the 2000+ videos made by consumers, but sales were the key factor: the launch sales target was exceeded by nearly 60% in a highly competitive market, made all the more challenging by the preChristmas timing. RAB Commentary An exemplary use of innovative branded content: this case study shows real thinking about how games take off and how radio can play the maximum effective role in the mix.
+60% Sales achieved
Sales target
Radio helps XBOX exceed sales target by 60% Source: XBOX
Brand objective – Sales
11
Tilda rice Using branded content on radio to drive sales
The challenge In the recessionary climate of 200910, Tilda’s market share was under pressure as it is a premium priced, fairly traded rice. Rice is a lowinterest category in itself, but the brand had to find a way of increasing its appeal amongst people who appreciated good food and the role of premium ingredients. The focus was to do ‘fewer things better’ in a largely uncontested media space, whilst at the same time consciously engage the audience. Why radio? A series of 3 minute videos was created for distribution over the web, however Tilda needed a platform that would take this content to a wider, mainstream audience. Radio would allow the foodie product messages from Tilda to come to life in the minds of consumers, by engaging them in a series of mouth-watering recipe ideas. Radio was also an open goal for a brand like Tilda – there were no other competing brands to dilute their 100% share of voice.
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Brand objective – Sales
Implementation An exclusive partnership was created with Magic 105.4 in London, which has an efficient reach of the core target – ABC1 females aged 35-54. A series of recipe spots were created, concentrated mainly in the afternoons and early evening slots, when decisions about meals and ingredients were being made. The features were presented by celebrity Indian chef Anjum Anand, and directed listeners towards a dedicated microsite where they could download Tilda branded recipe cards and videos. They were also encouraged to enter a competition to win tickets to the Tilda Rice Cookery Masterclass, where the 40 winners were taught how to make a number of different meals with Tilda products over the course of an afternoon. Video and audio were captured at the Masterclass, which were subsequently used on-air and on the brand’s webpages.
“ We have found radio to be an excellent, engaging medium to target our key foodie audience, providing fantastic sales results. The Spot the Difference radio creative ran alongside our online campaign featuring our video recipes, providing hints and tips for cooking the perfect rice, and also created the ideal platform to communicate our ‘Not all rice is the same’ message.” Kaysha Gupta, Marketing Manager, Tilda Results The number of visitors (unique users) to the Tilda site doubled when the campaign was on-air, and the threeminute recipe videos were viewed 13,000 times over the first six weeks of the campaign. Most importantly, audited sales figures following the campaign showed that Tilda value sales grew 47.3% faster in the advertised area (London) than in the rest of the UK (AC Nielsen Data to week ending 12th June 2010). RAB Commentary A good example of the way smaller brands can use the flexibility of radio to create a disproportionately large impact on a limited budget.
Sales grow 47% faster
Non radio regions
Radio regions
Tilda value sales grew 47% faster in radio advertised areas Source: A C Nielsen
Brand objective – Sales
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BRAND OBJECTIVE
CONSIDERATION CASE STuDIES
NANDO’S WINDOWS 7 SOuTHERN COMFORT
Brand objective – Consideration
15
Nando’s Restaurants Using radio to change people’s minds
“ Nando’s have been loyal to radio for the past 5 years. With limited advertising budgets, it remains the most efficient and cost effective medium for us whilst giving us the opportunity to have a bit of fun with our communications.” David Manly, Marketing Manager, Nando’s
The challenge Many people find Nando’s a little hard to understand as a restaurant – there are Latin and African cues in the music and decor, and the service is different from other restaurants. The fact that it’s Portuguese doesn’t resolve the problem. So it can fail to make it onto people’s candidate list for restaurants. Yet it’s clear that when people try Nando’s, many of them love it. The challenge here was to increase trial by positioning Nando’s as an accessible choice which was very relaxed and welcoming.
16
Brand objective – Consideration
Why radio? Radio’s reach of the ABC1 16-34 target was very good, but radio also offered the flexibility to minimise wastage by targeting only certain localities and concentrating airtime on certain days of the week. In addition, because radio can work at an emotionally engaging level, it allowed the “Spirit of Nando’s” to be brought to life – this was key for making the brand accessible. Implementation The activity was devised as a conventional spot advertising campaign, using 30” and 60” ads concentrated between Thursday and Saturday when most visits are likely to take place. In addition, some areas also used press advertisements, but the core of the activity (88%) was concentrated on radio.
Results The results of the advertising were measured in detail using the RAB’s RadioGauge methodology, and changes in consideration scores showed a very positive shift. For example, when asked if they would consider visiting Nando’s, 27% of commercial radio listeners reacted positively versus only 14% of non listeners, representing a 98% jump. In addition, econometric modelling by Data2Decisions concluded that radio had generated a return on investment of over £7 per £1 spent. RAB Commentary This is a conventional spot-airtime campaign but the results clearly show that this is an effective and businessbuilding way to use the medium. It also demonstrates that radio is an effective medium for changing the way people feel about a brand at an emotional level.
30%
25%
27% +98%
20%
15%
14% 10%
5%
0% Commercial Radio listeners
Non listeners
Radio increases brand consideration by 98% % of people who would consider visiting Nando’s Source: MediaCom
Brand objective – Consideration
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Microsoft Windows 7 Using radio to drive interest in a “low interest” product Why radio?
“ This campaign enabled Windows to build an emotional connection with a key target audience and provided a great platform to engage in a deep and meaningful and, importantly, natural way. I think the results speak for themselves.” Jonathan Hulse, Windows Consumer Marketing Leader
The challenge The launch of Windows 7 was critical for Microsoft, to fight back against the growth of Apple and other rivals, and to help move the brand on definitively past the less successful Vista system. Creating awareness of a new operating system is one thing, but getting people excited about it is a much steeper challenge because they are not really interested in the technical side. So Microsoft were looking for a property of some kind to help deliver that excitement.
18
Brand objective – Consideration
The Sugababes were the ideal property for this project – the band had heritage in the eyes of young parents, but also credibility with the new generation of teenagers, and that was exactly where Windows 7 wanted to be. Radio was the ideal platform for the audience to engage with the Sugababes in a range of activities which promoted the brand’s message: radio is not only a music-centric medium, but it also allows ideas and content to be spun out into off-air areas. Propitiously, the Sugababes new album was their seventh, and titled Sweet 7. Implementation The campaign was concentrated around the launch date of Windows 7, and comprised a series of branded content initiatives on Capital and Heart stations. Most salient among these was a link with the Sugababes at Capital’s Jingle Bell Ball, sponsored by Windows 7, where listeners could win tickets and interact at the event. The Heart initiative saw one lucky listener able to win a live appearance by the Sugababes at his 21st birthday party.
In addition the Sugababes themselves made a series of how-to videos about the benefits of Windows 7. All this activity was talked up by the station presenters, bringing their personal influence into play. Results There were 1.2 million competition entries, and the campaign also communicated key product messages –for example, 65% of those exposed to the campaign agreed that “Windows 7 simplifies everyday tasks” compared to 40% of those who had not heard the campaign. Windows 7 was rated as the “fastest selling operating system in history” according to the Times (29.1.2010). RAB Commentary The power of music acts to drive interest is well known, and this case study illustrates the way music radio is uniquely able to act as a link between listeners and those acts to the benefit of the brand.
70%
60%
+63% 50%
40%
65% 30%
40% 20%
10%
0% Exposed to radio
Not exposed to radio
Radio increases brand consideration by 63% % agreeing that “Windows 7 simplifies everyday tasks” Source: Universal McCann
Brand objective – Consideration
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Southern Comfort Using radio to bring the meaning of a brand to life
Why radio? Music can bring complex ideas to life with its power of evocation and atmosphere, and this led Southern Comfort to Jazz FM, which specialises in the kind of music that was born in New Orleans. Implementation A branded content vehicle was devised, the Southern Comfort Big Easy series. These features included content about the city of New Orleans, the rebuilding after the floods, the cuisine, the voodoo etc and of course the music. The challenge Although Southern Comfort is widely recognised and a popular drink, it’s one of those cultish drinks that is something of a secret. People do not know its ingredients, nor do they know its origins – in fact it was devised by bartender M W Heron in 1874 in “The Big Easy”, which is the nickname of the city of New Orleans. But how could that rich, complex heritage be brought to life in such a competitive marketplace, on a broadcast scale and at an affordable price?
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Brand objective – Consideration
Specialist music contributors such as Mark Samuels and Christian Scott were featured, and there was a brand-focused Southern Comfort Cocktail Recipe spot every week – this cocktail was also showcased in online videos.
“ The Southern Comfort Big Easy was a fantastic collaboration between UM, Jazz FM & ourselves... we were able to educate consumers on the brand’s unique New Orleans provenance in a thoroughly entertaining manner.” Lois Ireson, Brand Manager, Southern Comfort
RAB Commentary Results The show reached 500,000 young adult listeners, and key brand metrics showed positive shifts. For example the number of people agreeing that Southern Comfort “has an image I can relate to” rose by 42%.
Brands which are looking for tonal marketing – subtly changing people’s understanding and feelings about a brand – often find that branded content is the way to go on radio, and this Southern Comfort example is no exception.
Pre campaign
100
+42%
Post campaign
142
Radio increases key brand metrics by 42% (indexed) People agreeing “Southern Comfort has an image I can relate to” Source: Universal McCann
Brand objective – Consideration
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BRAND OBJECTIVE
AWARENESS
CASE STuDIES
COMIC RELIEF CANON DFT
Brand objective – Awareness
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Comic Relief “Seriously Good” pasta sauces Using radio to extend the brand across the year
“ These radio ads allowed us to cost effectively tell our target audience about our new Seriously Good sauce for a seriously good cause, whilst highlighting the brand’s quality and personality. We would like to thank Gordon for his ongoing generosity, and Zenith Optimedia for their unfailing professionalism and support.” Sylvia Lowe, Head of UK Innovation, Comic Relief
The challenge Comic Relief is one of the UK’s leading charities, but most of its income comes from a few weeks of the year. They wanted to start generating revenue across the whole of the year – above and beyond the annual Red Nose Day and Sport Relief campaigns. In 2009 they launched their own range of “Seriously Good” cooking sauces, created and fronted by Gordon Ramsay. Every jar helps Comic Relief and Gordon doesn’t get a penny. The challenge was to raise awareness of the new brand outside of their busy campaign periods – and on relatively small budgets.
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Brand objective – Awareness
Why radio? In a highly competitive field it was vital to get the highest possible share of voice – on TV the budget for this product would have secured a 5% share of voice, whereas on radio the share was a dominant 60%. Radio’s cost-effectiveness also allowed the brand to maintain presence over the longer term. The brand’s core target audience of 25-54 female shoppers consume more radio than TV. In addition, radio allowed Gordon Ramsay’s passion for the brand to come across as persuasively as possible. Implementation The campaign focused on morning and afternoon airtime, using a combination of spot advertising and an ongoing weather sponsorship. In addition, the “Heroes” creative strategy was picked up by the presenters, with Capital Radio’s breakfast team notably creating their own version of the Kleenex Anti-Viral song and posting it on YouTube.
Results Sales results are confidential but success was clearly related to the advertising – awareness of the brand was for example eight times higher in the South-East compared to the Midlands where there was no radio. In addition, advertising was cited as a reason for purchase by 46% of buyers. The case study also describes the “results” in terms of the charity’s success – one example of where money raised could be spent is on helping to save lives in Tanzania by paying for new maternity units. RAB Commentary This brand showed that for a significant trade category like pasta sauces, radio offers the opportunity to create a dominant share of voice for a brand – and for a new brand trying to get noticed, that’s invaluable.
900
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500
8x higher 400
300
200
100
0
800 Test (radio activity)
100 Control (no radio)
Brand awareness increased 8 fold in radio advertised areas Source: ZenithOptimedia
Brand objective – Awareness
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Canon IXUS 200 IS Using radio to achieve standout in a busy marketplace
Why radio?
The challenge Christmas remains the critical time of year for compact camera sales, and the level of competition is hugely intense over this period – there are enormous amounts of clutter in certain media channels (particularly TV, newspapers and magazines) both from Canon’s direct competitors as well as general retail messaging. Canon decided that a way to raise its profile in this period could be to talk about photography in a friendly and advisory way, helping people to appreciate the camera’s features and to get better photographic results. This gave the brand a distinctive positioning within this aggressively pricing-dominated market.
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Brand objective – Awareness
Radio allows brands to talk to people quite unexpectedly – unlike print where readers have to make a decision to read an ad. This made radio ideal for a series of instructional “advertorials” sponsored by the IXUS 200 IS – with help on seasonal topics like indoor portraits at family gatherings, taking photos in low light etc. The target audience of 16-34 year olds was also radio’s area of strength. Implementation An exclusive series of 60-second advertorials was created with Absolute Radio, voiced by one of the station’s recognised voices for added credibility. The slots not only offered photography tips, they also directed listeners towards a website where they could enter a competition to win one of the IXUS 200 IS cameras.
“ The use of radio really helped us to stand out during the busy Christmas period and the use of advertorials gave us the chance to get across more individual features and benefits of the product than a traditional spot ad might have done. We were so pleased with the results, we’ve run it two years in a row.” Rebecca Etheridge, Marketing Communications Professional, Canon
Results Sales results for the season are confidential but the campaign attracted attention to the IXUS 200 IS on a large scale – there were nearly 18,000 competition entries and of the people who entered, 14,000 opted-in to further communication with Canon, which obviously carries a longer-term marketing value. RAB Commentary A good example of the advantage that radio brings in crowded marketplaces – especially if the messaging brings benefits for the listener, rather than just salesy claims.
✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ 18,000 competition entries ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ ✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍✍ Radio drives awareness of website competition Source: PHD
Brand objective – Awareness
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Department for Transport - Think biker Radio encourages drivers to think of bikers as real people
Why radio? Radio is a natural medium for speaking to car drivers at vital moments; research also showed that car drivers were more attuned to thinking about issues relating to traffic and road usage when they were in the car. The spoken word medium of radio also allowed real bikers to speak directly for themselves. The challenge Motorcycles may only represent 1% of vehicles but they account for 21% of road user deaths, and many fatalities involve drivers having “unintentional blindness” about bikers. Research showed that personalising the biker encouraged drivers to take more notice of them, so the role of the campaign was to bring bikers to life as real people.
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Brand objective – Awareness
Implementation The radio campaign ran in ten different regions, each one featuring a biker with a local accent who described his motorbike journey, referring to places and roads which would be familiar to drivers listening in their cars. The radio was part of a multi-media campaign which included TV, outdoor, online and cinema.
“ Our objective was to build empathy between drivers and motorcyclists, and radio is a great medium for doing that as it is so intimate and you can catch drivers when they are behind the wheel and receptive to the message. We were really happy with the contribution radio made to a very successful campaign.” Fiona Seymour, Head of Marketing, Dept for Transport
Results The post-stage survey of effects was conducted using a sample of all road users, not just those who had been exposed to the advertising, but even so the shifts in awareness were visible: “When I see a motorcycle, I think about the person riding it” – up from 51% to 58% agreeing. 21% of respondents could recall the radio campaign, of which the key message takeout was ‘look out for motorcyclists’. RAB Commentary Bringing bikers to life for car drivers is a canny idea, and when car drivers are the target, radio is a very natural and powerful choice of medium.
Radio delivers strong campaign recall Source: TNS-BMRB
Brand objective – Awareness
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BRAND OBJECTIVE
RESPONSE CASE STuDIES
FRANK MET POLICE WAITROSE
Brand objective – Response
31
Frank Using radio to get inside the world of teenagers
Why radio? Radio stations are often felt to be part of people’s peer group, and for these teenagers it was stations like Galaxy and Xfm, which have a youthorientated and somewhat subversive character. Messages on these stations tend to be seen as credible in both senses – believable, and worthy of respect. Implementation
The challenge The Frank Brain Crashers campaign was designed to communicate the risks associated with cannabis use and bolster the resistance skills of the core 11-18 yr old target audience. It augments the highly successful work achieved by the previous Frank cannabis campaign – Brain Warehouse - and establishes that the risks of using cannabis are significant, alarming and potentially damaging to both your health and social status.
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Brand objective – Response
The campaign was a development of the core creative idea which is that side-effects of drugs are like uninvited guests at a party – when people smoke cannabis, ‘Giggles’ comes along but so do ‘Panic Attacks’, ‘Paranoia’ and the rest. Radio highlighted for discussion specific areas of risk, and the airtime was scheduled for moments when the target group would be most likely to be close to risky behaviour – not only evenings before they went out, but also very late night/early morning, and “chill-out” times at weekends. The Frank website and text number was signposted in the ads, so listeners knew where they could go to find out more or ask questions.
Results The radio ads were well integrated with the rest of the campaign, helping to achieve 81% campaign recognition. Radio was particularly successful at driving word of mouth: 29% of those who heard the radio campaign went on to discuss it with friends. The radio campaign was also effective at driving response. In periods where the radio ads ran, texts to FRANK increased by as much as 100%. The campaign successfully communicated the risks of cannabis use: 75% of respondents agreed that the advertising made them realise cannabis is more risky than previously thought. RAB Commentary This case study demonstrates how powerfully radio messages can penetrate a young person’s private world, and start discussions about even taboo subjects.
texts to FRANK up as much as 100%”In periods when radio ads ran.
Radio delivers exceptional levels of response Source: Synovate Tracking Research 2010
Brand objective – Response
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Met Police anti knife crime Using radio to engage youth in an online conversation
Why radio? Music is central to the lives of many of these boys, and certain stations reach them very effectively. They see the station as part of their credibility, and it’s an influential part of their lives. So the radio stations (Kiss, Choice, Xfm) were a natural choice to run the campaign which was, unusually, not a series of ads, but created in the style of a games launch where the player could make choices and choose outcomes. The challenge Young teenage boys who carry knives are difficult to communicate with, and very sensitive to being lectured by adults. But it was essential to find a way to get these young boys to really engage with the consequences of their actions – to make them think about knife-carrying as a choice, and understand what kind of a choice it really is.
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Brand objective – Response
Implementation Trailers were run on-air in the “teaser” style which has become familiar in launching new computer games; vox-pop style videos were also run on the stations’ websites. Met Police branding was not made explicit until the campaign had established itself and begun to create a buzz.
“ These results show just how effective the right media plan and creative can be in reaching audiences even with complex messages.” Minaxi Patel, Directorate of Public Affairs, Met Police
Results The YouTube channel received nearly two million hits, and significantly the User Rating averaged at 4.6 out of a possible 5. There were over 3000 comments left at the site; at the peak there were 80 comments per day. RAB Commentary The high response and rating figures suggest that these teenage boys were strongly connecting with the way the anti knife crime message was presented; radio had enabled the campaign to enter effectively into their world.
2,000,000 YouTube hits
Radio drives people online to engage with the brand message Source: AMV/COI
Brand objective – Response
35
Waitrose How radio creates a constant, dominant presence
Implementation
The challenge At the close of 2008, as the UK entered a recession, Waitrose were faced with the challenge of getting new and existing shoppers to spend more with them in 2009. To do this they needed to give shoppers a regular reason to prefer them over the combative opposition, who were waging a very public price war. Therefore the challenge was to argue the case for the joy of quality food over the bare bones of price and value. Why radio? Waitrose’s customers (and potential new customers) tend to be upmarket, and index much higher on radio listening than on TV viewing. In addition, radio has the element of “dailyness” – it’s a habitual medium where the brand can create a series of messages that effectively turn into a dialogue with the listener.
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Brand objective – Response
Waitrose sponsored Smooth Classics @ Six, the drive time programme on Classic FM which aired seven days a week. The main contents of the sponsorship were pre-recorded recipe slots presented by in-house Waitrose experts; these were extended with regular name-checks through the programme and trails for the feature during other airtime, all voiced by the familiar station-voice of poet Roger McGough (who coincidentally was Waitrose’s own voiceover artist). The first hour of Smooth Classics did not include ads from any other advertisers, which allowed Waitrose to build up – very subtly – an exceptionally high share of voice. The activity was also extended into other Classic FM brand platforms – online and within the monthly magazine – which allowed Waitrose to broaden and deepen their communications and for listeners to engage and interact, sending in their own recipe ideas and competing to win an exclusive dinner party cooked by a professional chef in their own home.
Results The results in terms of sales are confidential, but Waitrose research showed that there were around 250,000 visits to the microsite (150,000 unique users) and the competitions attracted 3,500 entries – this gives a sense of the interest which the programming generated. The sponsorship was tracked by three dips of research by Consumer Insight. By the third wave the partnership was showing some impressive results including: > Appropriateness at 92% > Spontaneous awareness of the sponsorship at 23% > Prompted recognition at 65% RAB Commentary The media thinking here is sound – the requirement was for a vehicle which could get inside the lives of the target market, constantly keeping Waitrose products and propositions front of mind. The extension into print and online platforms is also well thought out.
Radio drives people online
“ The Classic FM team worked really well with us to create an enjoyable, useful and engaging experience for our audience. Together we managed to drive customers into Waitrose branches and enhance the Waitrose brand.” Sarah Fuller, Head of Marketing Communications, Waitrose Ltd
Source: MG OMD
Brand objective – Response
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BRAND OBJECTIVE
FOOTFALL
CAsE sTuDIEs
VW PAssAT
Brand objective – Footfall
39
VW Passat Radio’s influence among drivers increases dealer visits
Why radio?
The challenge VW wanted to promote a special edition of the Passat before the introduction of the new model. It had all the features you get as standard on a Passat Highline such as heated leather seats and a multi-functional steering wheel but with an additional “business package” of Bluetooth phone kit and sat nav. The Passat is aimed very much at white-collar working people, family men and women aged 35-54, who tend to be very car-centric. Not only is their car functionally important and a powerful definer of status, it’s also their prime personal space, almost a “private world” where they can think and relax with a feeling of security.
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Brand objective – Footfall
There are really only two media which can reach effectively into this private car space – radio and outdoor. Drivetime schedules reach the largest absolute numbers of drivers, but other airtime also reaches the highermileage drivers who are on the road at all times of day. Radio is also an invaluable medium for talking about features and functions on a car. This is because, while someone might not bother to work their way through a written list of features, they might listen to someone telling them about key features while they are driving. Research also shows that drivers are “more car-minded in the car”, so they are more open to relevant messages from advertisers. Implementation The campaign began on radio only but was then extended into press.
“ Radio is a well proven medium for driving response, it’s quick and flexible to implement and can really add a great boost to any campaign. We have been very successful in using radio within our more tactical campaigns resulting in notable uplifts in both web traffic and overall response to an offer.” Daniel Hill, Volkswagen Communications Manager (Large Cars), Volkswagen Marketing
Results This campaign produced record response levels for any tactical campaign on any media for Volkswagen: > weekly unique visitors to the Passat webpage on Volkswagen.co.uk increased by 15% > 33% increase in footfall to retailers during this period. RAB Commentary Impressive results from VW. The campaign harnessed radio’s wellknown ability to reach drivers, but it also intelligently exploited the nature of in-car listening.
100 Before radio activity
33%
increase
133 During radio activity
0
25
50
75
100
125
150
Radio delivers a 33% increase in footfall to dealerships (indexed) Source: MediaCom
Brand objective – Footfall
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4th Floor 5 Golden Square London W1F 9BS t 020 3206 7888 f 020 3206 7801 e info@rab.co.uk www.rab.co.uk
The Radio Advertising Bureau, part of RadioCentre Ltd, is funded by the UK Commercial Radio industry to encourage national advertisers and their agencies towards more effective use of radio as part of their communications mix. For further information, go to: www.rab.co.uk