#Sempl16 ralph vandijk
25
@RalphVanDijk @EardrumSydney
Transcript of #Sempl16 ralph vandijk
@RalphVanDijk @EardrumSydney
The Sound of Radical Thinking
The Sound of Radical Thinking
‣ Advertise on Radio! with an Ear-
app
People do not
listen
to radio ads
They listen to what
interests them.
...Sometimes it’s a radio ad.
Reality Check
For Advertisers
The Sound of Radical Thinking
‣ RELEVANT insight
‣ CLEVER execution
Eardrum Mantra
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
The Eardrum Mantra
Message vs. Space
Radio industry obsessed with
selling SPACE
Time to refocus on
THE MESSAGE
The Brief
The ONE THING creatives want
from a brief ... is ONE THING
If you have MORE than one
message, make MORE than one
ad
The Brief
Turn the brief into one line
RADIO brief
“IKEA: We’ll install your kitchen and save you stress”
“HBF Health Insurance: Their priority is to keep me healthy”
“Snowy Mountains Brewery: We’re only interested in making good beer”
If you have MORE than one message,
make MORE than one ad
Turn brief into ‘Radio Brief’
HBF Health Insurance: Their priority is to keep me healthy”
RADIOLOGY
Have
- Have regular Brand
Conversations
- Reflect Brand Personality
- Focus on what makes
brand
stand out NOT what
makes them fit in
Brand Building
Consistently Radical
Consistently Radical
‣ Connect concept to benefit
‣ Be consistent & recognisable
Sound of Radical Thinking
‣ Listener should be co-author
‣ Participation = Engagement =
Recall
Radical Integration
‣ Do MORE with your airtime
Radical Integration
‣ Gorilla-style product placement
Radical Integration
‣ How to explode a small budget
Secret Diary of Call GirlText
http://www.youtube.com/watch?v=E8t34tZxbpg
CREATIVE EXECUTIONS(Swahili, Tagalog, Nepalese, Amharic)
CREATIVE EXECUTIONS
(English translation)
THE RESULTS SO FAR
17 rescued
50 rescues in progress
Concept & Script Writing
‣ Radio looks easy. It’s not.
‣ Experience counts
‣ Listener needs to be co-author
‣ Make it relevant
‣ Make it personal
‣ Focus on consumer benefit
NOT product feature
Creative Review
‣Radio increasingly relevant
‣Not enough to REACH an audience
‣Need to MOVE them
‣RELEVANT
‣REGULAR
‣RADICAL
The Sound Of Radical Thinking
Everything You’ve Heard Is True
Text
@EardrumSydney
[email protected] @RalphVanDijk
The Cobra EarApp
The Cobra EarApp
Turn brief into ‘Radio Brief’
The voice synonymous with anti-smoking ads
“Commercial Radio Australia: Advertise on radio - listeners will love you for it”.
