Sound of Success Radio Advertising Case Studies

SucceSSThe laTeST radio effecTiveneSS

caSe STudieS

The Sound of

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The Sound of SUCCESS 1

PAGE 1 conTenTS

PAGE 2 Preface

2 The Sound of SUCCESS

Prefaceby Simon Redican

With a record audience of 34 millionadults tuning in to commercialstations every week, it's absolutelyclear that Britain Loves Radio. Notonly did 2010 see our audiences grow,but it also saw four successivequarters of year-on-year revenuegrowth and, in terms of advertisers,the sector now boasts a significantlyhigher brand count than last year. Thisprogress is especially impressive whenconsidered against the background ofthe dramatic reduction in spendingfrom the COI, historically theindustry’s largest advertiser.

On top of all of this, CommercialRadio has enjoyed a lot of success inrecent industry awards, collectivelyscooping its best ever haul of 14 Goldawards at the Sony Radio AcademyAwards 2011, and the RAB picking upboth the Gold and the Silver awardsfor Best Research Initiative at theMedia Week Awards 2010 as well asSilver at the Marketing Week EngageAwards 2011.

If you still need convincing that radiois worth considering for your brands,then take a look at the 15 case studiesin this booklet. They all demonstratehow brands can harness the strengthof the listener-station relationshipthrough airtime and brandpartnerships with stations, andprovide excellent proof of theeffectiveness of radio.

Whatever market you are in, I’m sureyou’ll gain some inspiration fromhaving a look and listen. And if theymotivate you to harness some ofBritain’s love of radio for your brands,why not give us a call.

Simon Redican, Managing Director, Radio Advertising Bureau

SAL

ES

Brand objective – Sales 3

BRAND OBJECTIVE

SALESCASE STuDIES

AuTOGLASS®

H&MHEINZXBOXTILDA

The challenge

Since 2005 Autoglass® has become theUK’s leading vehicle glass repair andreplacement company, and thissuccess has been built principally onthe back of radio advertising.

The next task facing the brand was tooptimise this activity, and ensure thattheir radio was working at its mostprofitable level – too few incomingphone calls meant a waste ofresources, but too many could floodthe call centres.

Why radio?

Unlike other case studies here, thedecision to use radio was alreadytaken in advance – it was the mediumwhere Autoglass® built their brandfrom scratch and had created suchspectacular success in the past.

Implementation

Rajar, Touchpoints, Autoglass®

response data and other studies werereviewed in detail for informationwhich could help refine theimplementation. Econometric analysiswas also used to identify areas ofdiffering return on investment.

The key strands of the media planningfor this next stage of radio usagewere:

> Modal targeting (right people, righttime and place, such as momentsfor “Life Admin Tasks” identified inTouchpoints)

> Frequency planning (to maximiseeffective frequency at listenerlevel)

> Station selection (removing lessefficient stations)

> Interplay with other media (radiowas proven to perform better whenlinked to other media activity)

Careful operational planning also tookplace to maximise conversion:

> Quarter-hourly call forecasting toensure right resourcing was in placeto cope with demand uplifts

> Two new UK call centres were openin less than 18 months

> 40 customer service home workerswere recruited to supportadvertising spikes at particular spottimes and weekends

> Technician workforce grew by 35%in 12 months to help managedgrowth in demand.

Results

Sales data is confidential toAutoglass®, however it can berevealed that between 2007-10 salesattributable to radio, and efficiencyof radio usage rose by 28% achievingannual record sales year on year.

In addition, brand awareness forAutoglass® has reached its highestlevel ever, and brand awareness hasreached saturation (99%).

Autoglass® has consolidated itsnumber one position in the marketahead of the competition.

RAB Commentary

Autoglass® is a unique brand in itstrailblazing use of radio as a primarymedium. This study also shows that itis possible to refine an alreadysuccessful strategy in order to make itas efficient as possible.

4 Brand objective – Sales

Autoglass®Using radio scheduling to maximise profitable levels of business

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“ Radio advertising has transformedour business. In just five years, ithas helped us to not only reach asolid market leading position butto also create a gap in consumers’minds of over 12 fold between theAutoglass® brand and its nearestcompetitor. The power of radio todrive response and build brandawareness, consideration andpreference is unquestionable evenin a low interest category likevehicle glass.” David Meliveo, MarketingDirector, Autoglass®


Sales attributed to radio rose by 28% (indexed)Source: Starcom/Autoglass®

2007 2010

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+28%

The challenge

H&M had begun an important andproductive association with FashionAgainst Aids in 2008, and thechallenge at this stage was to drivethe twin goals of spreading safe sexbehaviour and increasing sales.

Fashion Against Aids is supported bysome of the biggest names in popmusic, some of whom were involvedin creating designs for the T-shirts, sowe had to drive customers into thestores to make a purchase (HIV/Aidscharities get 25% of the proceeds).

“ This unique way of using radioenabled H&M to build excitementand PR around a very unusualstore event, communicate asensitive message to a hard toreach audience and drive sales ofFAA clothing.” Beth Handyside, BusinessDirector, Universal McCann

Why radio?

Radio offered the flexibility requiredin terms of day of the week and timeof day for advertising, but moreimportantly it offered access to thesupremely potent world of pop music.For the target customers, stars likeRihanna, Katy Perry and Estelle areenormously powerful draws.

In addition, Capital had in-houseexpertise in terms of extending thecampaign onto other platforms.

Implementation

The core of the campaign in terms ofcritical mass was the live concert byEstelle at an H&M location which wasundisclosed until the previous day.Excitement for this was built up on airover the preceding week, andlisteners could enter a competition(online and instore) to win one of only500 tickets. In addition the promotionfeatured on the Capital Bus, usage ofthe Capital iPhone app (firstadvertiser to do so), video diarieswith Estelle online, postcards of theT-shirt designs etc.

Radio created the central excitementthrough broadcast, but the othertouchpoints mobilised response andincreased engagement.

Results

As a result of the campaign, thecompetition attracted 17,000 entries,but crucially the initiative resulted inthe sale of over 50,000 of thedesigner T-shirts, with each onedonating 25% of proceeds to HIV/Aidscharities.

RAB Commentary

A very good example of the waybranded content initiatives on radiocan take off in other platforms, and ofthe way radio still offers exclusiveaccess to the enduringly powerfulworld of music.


H&M - fashion against aidsLeveraging radio’s power to access the world of music


Radio drives sales of designer T-shirtsSource: Universal McCann

The challenge

Retailer Own Label is often thestrongest rival in categories whereHeinz operates, and in therecessionary climate following thefinancial crisis, Heinz’s share wasunder intense pressure. The solutionwas to remind people (mainly mums)of the emotional relationship theyhave with Heinz products: sometimesonly the real thing will do (e.g.“proper Heinz Beanz”).

The campaign slogan was “It Has ToBe Heinz”.

“ The It Has To Be Heinz radiocampaign was such a success thatit continues to form an essentialpart of our communications planson an on-going basis”.Giles Jepson, Marketing Director,Heinz

Why radio?

This campaign needed a very flexiblemedium, which could communicatedaily, weekly or around specialevents, and with fast turnaroundtimes. There was also a need forregional upweights.

Perhaps most importantly, thecampaign had to reach out engaginglyto mums at key times during the day(the all-important “Heinz moments”)when meals were being planned orpurchase decisions being made.

Implementation

The campaign was initially launchedusing heavyweight TV, and the role ofthe radio was to take the emotional“It Has To Be Heinz” message anddeliver it into people’s lives in ameaningful and persuasive way. Thisincluded modal targeting, where theads were run at certain decisionpoints during the day, and on certaindays of the week.

In addition the campaign includedtactical messages related to events inthe calendar – for example SaladCream messages on Boxing Day, Soupmessages round Bonfire Night and fastturnaround tactical messages aboutthe hot food range during the heavysnowfall in November-December.

Results

The RadioGauge measurement showedhealthy positive shifts in awarenessand consideration and, in terms of thebottom line, Heinz managed toincrease brand sales by nearly 3%year-on-year in the face of hugecategory pressure from the retailers.

RAB Commentary

Only radio could have met therequirement from this brand – astrong emotional engagement in thecreative work, plus ultimateflexibility in terms of timing,regionality and productionturnaround.


Heinz - “it has to be Heinz”Using radio scheduling to maximise profitable levels of business


Radio increases brand sales by nearly 3%Source: Holmes & Cook Econometrics

The challenge

The music games marketplace is avery closely fought territory, and Xboxhad to find a way to ensure that thelaunch of “Lips – Number One Hits”would cut through to consumers. Theconcept of the game was unique –collaborative rather than competitive- and the brand decided to use thispoint of distinction to bring the gameto life for potential buyers.

“ The Sing With Lips partnershipwith Global was the perfect wayto reach our audience because itgave us a variety of differentmediums to engage with them.We were extremely pleased withpeople’s response to the campaignand the huge wave of usergenerated content we were ableto use in our TV ad.” Laura Disney, Product MarketingManager, Microsoft Limited

Why radio?

Gamers are in the heartland of thecommercial radio audience of coursebut, more importantly, the audiomedium of radio allowed the brand todramatise the way the singing gameworked.

Global Radio created a bespokecampaign based on a “karaokemashup” treatment of Lily Allen’s hitsong The Fear, which could beextended into other platforms.

Implementation

Global Radio produced a nationwide“Lips Tour” featuring booths whereconsumers could try out the game oncamera, then their footage could beaccessed online and mashed up withother performances including LilyAllen’s. All the different versions weremixed down into a massive mashupwhere all the individual performanceswere featured as parts of a mosaiceffect, and this was shown on TV,online and in mobile apps.

Results

Levels of engagement were high, aswitnessed by the 2000+ videos madeby consumers, but sales were the keyfactor: the launch sales target wasexceeded by nearly 60% in a highlycompetitive market, made all themore challenging by the pre-Christmas timing.

RAB Commentary

An exemplary use of innovativebranded content: this case studyshows real thinking about how gamestake off and how radio can play themaximum effective role in the mix.


XBOX - Lips Number One Hits Grabbing attention through innovative use of radio


Radio helps XBOX exceed sales target by 60%Source: XBOX

+60%

Sales achieved

Sales target

The challenge

In the recessionary climate of 2009-10, Tilda’s market share was underpressure as it is a premium priced,fairly traded rice. Rice is a low-interest category in itself, but thebrand had to find a way of increasingits appeal amongst people whoappreciated good food and the role ofpremium ingredients. The focus wasto do ‘fewer things better’ in a largelyuncontested media space, whilst atthe same time consciously engage theaudience.

Why radio?

A series of 3 minute videos wascreated for distribution over the web,however Tilda needed a platform thatwould take this content to a wider,mainstream audience.

Radio would allow the foodie productmessages from Tilda to come to life inthe minds of consumers, by engagingthem in a series of mouth-wateringrecipe ideas. Radio was also an opengoal for a brand like Tilda – therewere no other competing brands todilute their 100% share of voice.

“ We have found radio to be anexcellent, engaging medium totarget our key foodie audience,providing fantastic sales results.The Spot the Difference radiocreative ran alongside our onlinecampaign featuring our videorecipes, providing hints and tipsfor cooking the perfect rice, andalso created the ideal platform tocommunicate our ‘Not all rice isthe same’ message.” Kaysha Gupta, MarketingManager, Tilda

Implementation

An exclusive partnership was createdwith Magic 105.4 in London, which hasan efficient reach of the core target –ABC1 females aged 35-54. A series ofrecipe spots were created,concentrated mainly in the afternoonsand early evening slots, whendecisions about meals and ingredientswere being made.

The features were presented bycelebrity Indian chef Anjum Anand,and directed listeners towards adedicated microsite where they coulddownload Tilda branded recipe cardsand videos. They were alsoencouraged to enter a competition towin tickets to the Tilda Rice CookeryMasterclass, where the 40 winnerswere taught how to make a number ofdifferent meals with Tilda productsover the course of an afternoon.

Video and audio were captured at theMasterclass, which were subsequentlyused on-air and on the brand’swebpages.

Results

The number of visitors (unique users)to the Tilda site doubled when thecampaign was on-air, and the three-minute recipe videos were viewed13,000 times over the first six weeksof the campaign. Most importantly,audited sales figures following thecampaign showed that Tilda valuesales grew 47.3% faster in theadvertised area (London) than in therest of the UK (AC Nielsen Data toweek ending 12th June 2010).

RAB Commentary

A good example of the way smallerbrands can use the flexibility of radioto create a disproportionately largeimpact on a limited budget.


Tilda riceUsing branded content on radio to drive sales


Tilda value sales grew 47% faster in radio advertised areasSource: A C Nielsen

Salesgrow47%faster

Non radio regions Radio regions

Brand objective – Consideration 15

BRAND OBJECTIVE

CONSIDERATIONCASE STuDIES

NANDO’SWINDOWS 7

SOuTHERN COMFORT

Nando’s RestaurantsUsing radio to change people’s minds

The challenge

Many people find Nando’s a little hardto understand as a restaurant – thereare Latin and African cues in themusic and decor, and the service isdifferent from other restaurants. Thefact that it’s Portuguese doesn’tresolve the problem. So it can fail tomake it onto people’s candidate listfor restaurants. Yet it’s clear thatwhen people try Nando’s, many ofthem love it.

The challenge here was to increasetrial by positioning Nando’s as anaccessible choice which was veryrelaxed and welcoming.

“ Nando’s have been loyal to radiofor the past 5 years. With limitedadvertising budgets, it remainsthe most efficient and costeffective medium for us whilstgiving us the opportunity to havea bit of fun with ourcommunications.”David Manly, Marketing Manager,Nando’s

Why radio?

Radio’s reach of the ABC1 16-34 targetwas very good, but radio also offeredthe flexibility to minimise wastage bytargeting only certain localities andconcentrating airtime on certain daysof the week.

In addition, because radio can work atan emotionally engaging level, itallowed the “Spirit of Nando’s” to bebrought to life – this was key formaking the brand accessible.

Implementation

The activity was devised as aconventional spot advertisingcampaign, using 30” and 60” adsconcentrated between Thursday andSaturday when most visits are likely totake place.

In addition, some areas also usedpress advertisements, but the core ofthe activity (88%) was concentratedon radio.

Results

The results of the advertising weremeasured in detail using the RAB’sRadioGauge methodology, andchanges in consideration scoresshowed a very positive shift. Forexample, when asked if they wouldconsider visiting Nando’s, 27% ofcommercial radio listeners reactedpositively versus only 14% of nonlisteners, representing a 98% jump.

In addition, econometric modelling byData2Decisions concluded that radiohad generated a return on investmentof over £7 per £1 spent.

RAB Commentary

This is a conventional spot-airtimecampaign but the results clearly showthat this is an effective and business-building way to use the medium. Italso demonstrates that radio is aneffective medium for changing theway people feel about a brand at anemotional level.

16 Brand objective – Consideration


30%

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Radio increases brand consideration by 98%% of people who would consider visiting Nando’s

Source: MediaCom

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Commercial Radio listeners Non listeners

+98%

Microsoft Windows 7Using radio to drive interest in a “low interest” product

The challenge

The launch of Windows 7 was criticalfor Microsoft, to fight back againstthe growth of Apple and other rivals,and to help move the brand ondefinitively past the less successfulVista system.

Creating awareness of a newoperating system is one thing, butgetting people excited about it is amuch steeper challenge because theyare not really interested in thetechnical side. So Microsoft werelooking for a property of some kind tohelp deliver that excitement.

“ This campaign enabled Windowsto build an emotional connectionwith a key target audience andprovided a great platform toengage in a deep and meaningfuland, importantly, natural way. Ithink the results speak forthemselves.”Jonathan Hulse, WindowsConsumer Marketing Leader

Why radio?

The Sugababes were the idealproperty for this project – the bandhad heritage in the eyes of youngparents, but also credibility with thenew generation of teenagers, and thatwas exactly where Windows 7 wantedto be. Radio was the ideal platformfor the audience to engage with theSugababes in a range of activitieswhich promoted the brand’s message:radio is not only a music-centricmedium, but it also allows ideas andcontent to be spun out into off-airareas.

Propitiously, the Sugababes newalbum was their seventh, and titledSweet 7.

Implementation

The campaign was concentratedaround the launch date of Windows 7,and comprised a series of brandedcontent initiatives on Capital andHeart stations. Most salient amongthese was a link with the Sugababesat Capital’s Jingle Bell Ball, sponsoredby Windows 7, where listeners couldwin tickets and interact at the event.The Heart initiative saw one luckylistener able to win a live appearance by the Sugababes at his21st birthday party.

In addition the Sugababes themselvesmade a series of how-to videos aboutthe benefits of Windows 7. All thisactivity was talked up by the stationpresenters, bringing their personalinfluence into play.

Results

There were 1.2 million competitionentries, and the campaign alsocommunicated key product messages–for example, 65% of those exposed tothe campaign agreed that “Windows 7simplifies everyday tasks” comparedto 40% of those who had not heard thecampaign. Windows 7 was rated asthe “fastest selling operating systemin history” according to the Times(29.1.2010).

RAB Commentary

The power of music acts to driveinterest is well known, and this casestudy illustrates the way music radiois uniquely able to act as a linkbetween listeners and those acts tothe benefit of the brand.



Radio increases brand consideration by 63%% agreeing that “Windows 7 simplifies everyday tasks”

Source: Universal McCann

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Southern ComfortUsing radio to bring the meaning of a brand to life

The challenge

Although Southern Comfort is widelyrecognised and a popular drink, it’sone of those cultish drinks that issomething of a secret. People do notknow its ingredients, nor do theyknow its origins – in fact it wasdevised by bartender M W Heron in1874 in “The Big Easy”, which is thenickname of the city of New Orleans.

But how could that rich, complexheritage be brought to life in such acompetitive marketplace, on abroadcast scale and at an affordableprice?

“ The Southern Comfort Big Easywas a fantastic collaborationbetween UM, Jazz FM &ourselves... we were able toeducate consumers on the brand’sunique New Orleans provenance ina thoroughly entertainingmanner.” Lois Ireson, Brand Manager,Southern Comfort

Why radio?

Music can bring complex ideas to lifewith its power of evocation andatmosphere, and this led SouthernComfort to Jazz FM, which specialisesin the kind of music that was born inNew Orleans.

Implementation

A branded content vehicle wasdevised, the Southern Comfort BigEasy series. These features includedcontent about the city of NewOrleans, the rebuilding after thefloods, the cuisine, the voodoo etc -and of course the music.

Specialist music contributors such asMark Samuels and Christian Scottwere featured, and there was abrand-focused Southern ComfortCocktail Recipe spot every week – this cocktail was also showcased inonline videos.

Results

The show reached 500,000 youngadult listeners, and key brand metricsshowed positive shifts. For examplethe number of people agreeing thatSouthern Comfort “has an image I canrelate to” rose by 42%.

RAB Commentary

Brands which are looking for tonalmarketing – subtly changing people’sunderstanding and feelings about abrand – often find that brandedcontent is the way to go on radio, andthis Southern Comfort example is noexception.



Radio increases key brand metrics by 42% (indexed)People agreeing “Southern Comfort has an image I can relate to”

Source: Universal McCann

Pre campaign 100

Post campaign 142

+42%

Brand objective – Awareness 23

BRAND OBJECTIVE

AWARENESSCASE STuDIES

COMIC RELIEFCANON

DFT

Comic Relief “Seriously Good” pasta saucesUsing radio to extend the brand across the year

The challenge

Comic Relief is one of the UK’s leadingcharities, but most of its incomecomes from a few weeks of the year.They wanted to start generatingrevenue across the whole of the year –above and beyond the annual RedNose Day and Sport Relief campaigns.In 2009 they launched their own rangeof “Seriously Good” cooking sauces,created and fronted by GordonRamsay. Every jar helps Comic Reliefand Gordon doesn’t get a penny. Thechallenge was to raise awareness ofthe new brand outside of their busycampaign periods – and on relativelysmall budgets.

“ These radio ads allowed us to costeffectively tell our targetaudience about our new SeriouslyGood sauce for a seriously goodcause, whilst highlighting thebrand’s quality and personality.We would like to thank Gordonfor his ongoing generosity, andZenith Optimedia for theirunfailing professionalism andsupport.” Sylvia Lowe, Head of UKInnovation, Comic Relief

Why radio?

In a highly competitive field it wasvital to get the highest possible shareof voice – on TV the budget for thisproduct would have secured a 5%share of voice, whereas on radio theshare was a dominant 60%. Radio’scost-effectiveness also allowed thebrand to maintain presence over thelonger term.

The brand’s core target audience of25-54 female shoppers consume moreradio than TV.

In addition, radio allowed GordonRamsay’s passion for the brand tocome across as persuasively aspossible.

Implementation

The campaign focused on morning andafternoon airtime, using acombination of spot advertising andan ongoing weather sponsorship. Inaddition, the “Heroes” creativestrategy was picked up by thepresenters, with Capital Radio’sbreakfast team notably creating theirown version of the Kleenex Anti-Viralsong and posting it on YouTube.

Results

Sales results are confidential butsuccess was clearly related to theadvertising – awareness of the brandwas for example eight times higher inthe South-East compared to theMidlands where there was no radio. Inaddition, advertising was cited as areason for purchase by 46% of buyers.

The case study also describes the“results” in terms of the charity’ssuccess – one example of wheremoney raised could be spent is onhelping to save lives in Tanzania bypaying for new maternity units.

RAB Commentary

This brand showed that for asignificant trade category like pastasauces, radio offers the opportunityto create a dominant share of voicefor a brand – and for a new brandtrying to get noticed, that’sinvaluable.

24 Brand objective – Awareness


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Brand awareness increased 8 fold in radio advertised areasSource: ZenithOptimedia

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Canon IXUS 200 ISUsing radio to achieve standout in a busy marketplace

The challenge

Christmas remains the critical time ofyear for compact camera sales, andthe level of competition is hugelyintense over this period – there areenormous amounts of clutter incertain media channels (particularlyTV, newspapers and magazines) bothfrom Canon’s direct competitors aswell as general retail messaging.

Canon decided that a way to raise itsprofile in this period could be to talkabout photography in a friendly andadvisory way, helping people toappreciate the camera’s features andto get better photographic results.This gave the brand a distinctivepositioning within this aggressivelypricing-dominated market.

“ The use of radio really helped usto stand out during the busyChristmas period and the use ofadvertorials gave us the chance toget across more individualfeatures and benefits of theproduct than a traditional spot admight have done. We were sopleased with the results, we’verun it two years in a row.” Rebecca Etheridge, MarketingCommunications Professional,Canon

Why radio?

Radio allows brands to talk to peoplequite unexpectedly – unlike printwhere readers have to make adecision to read an ad. This maderadio ideal for a series of instructional“advertorials” sponsored by the IXUS 200 IS – with help on seasonaltopics like indoor portraits at familygatherings, taking photos in low light etc.

The target audience of 16-34 yearolds was also radio’s area of strength.

Implementation

An exclusive series of 60-secondadvertorials was created withAbsolute Radio, voiced by one of thestation’s recognised voices for addedcredibility. The slots not only offeredphotography tips, they also directedlisteners towards a website wherethey could enter a competition to winone of the IXUS 200 IS cameras.

Results

Sales results for the season areconfidential but the campaignattracted attention to the IXUS 200 ISon a large scale – there were nearly18,000 competition entries and of thepeople who entered, 14,000 opted-into further communication with Canon,which obviously carries a longer-termmarketing value.

RAB Commentary

A good example of the advantage thatradio brings in crowded marketplaces– especially if the messaging bringsbenefits for the listener, rather thanjust salesy claims.


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18,000 competition entries

Radio drives awareness of website competitionSource: PHD

Department for Transport - Think bikerRadio encourages drivers to think of bikers as real people

The challenge

Motorcycles may only represent 1% ofvehicles but they account for 21% ofroad user deaths, and many fatalitiesinvolve drivers having “unintentionalblindness” about bikers. Researchshowed that personalising the bikerencouraged drivers to take morenotice of them, so the role of thecampaign was to bring bikers to life asreal people.

“ Our objective was to buildempathy between drivers andmotorcyclists, and radio is a greatmedium for doing that as it is sointimate and you can catchdrivers when they are behind thewheel and receptive to themessage. We were really happywith the contribution radio madeto a very successful campaign.” Fiona Seymour, Head ofMarketing, Dept for Transport

Why radio?

Radio is a natural medium forspeaking to car drivers at vitalmoments; research also showed thatcar drivers were more attuned tothinking about issues relating totraffic and road usage when theywere in the car.

The spoken word medium of radioalso allowed real bikers to speakdirectly for themselves.

Implementation

The radio campaign ran in tendifferent regions, each one featuringa biker with a local accent whodescribed his motorbike journey,referring to places and roads whichwould be familiar to drivers listeningin their cars.

The radio was part of a multi-mediacampaign which included TV, outdoor,online and cinema.

Results

The post-stage survey of effects wasconducted using a sample of all roadusers, not just those who had beenexposed to the advertising, but evenso the shifts in awareness werevisible: “When I see a motorcycle, Ithink about the person riding it” – upfrom 51% to 58% agreeing.

21% of respondents could recall theradio campaign, of which the keymessage takeout was ‘look out formotorcyclists’.

RAB Commentary

Bringing bikers to life for car drivers isa canny idea, and when car driversare the target, radio is a very naturaland powerful choice of medium.



Radio delivers strong campaign recallSource: TNS-BMRB

Brand objective – Response 31

BRAND OBJECTIVE

RESPONSECASE STuDIES

FRANKMET POLICE

WAITROSE

The challenge

The Frank Brain Crashers campaignwas designed to communicate therisks associated with cannabis use andbolster the resistance skills of thecore 11-18 yr old target audience. Itaugments the highly successful workachieved by the previous Frankcannabis campaign – Brain Warehouse- and establishes that the risks ofusing cannabis are significant,alarming and potentially damaging toboth your health and social status.

Why radio?

Radio stations are often felt to bepart of people’s peer group, and forthese teenagers it was stations likeGalaxy and Xfm, which have a youth-orientated and somewhat subversivecharacter. Messages on these stationstend to be seen as credible in bothsenses – believable, and worthy ofrespect.

Implementation

The campaign was a development ofthe core creative idea which is thatside-effects of drugs are likeuninvited guests at a party – whenpeople smoke cannabis, ‘Giggles’comes along but so do ‘Panic Attacks’,‘Paranoia’ and the rest.

Radio highlighted for discussionspecific areas of risk, and the airtimewas scheduled for moments when thetarget group would be most likely tobe close to risky behaviour – not onlyevenings before they went out, butalso very late night/early morning,and “chill-out” times at weekends.

The Frank website and text numberwas signposted in the ads, so listenersknew where they could go to find outmore or ask questions.

Results

The radio ads were well integratedwith the rest of the campaign, helpingto achieve 81% campaign recognition.Radio was particularly successful atdriving word of mouth: 29% of thosewho heard the radio campaign wenton to discuss it with friends.

The radio campaign was also effectiveat driving response. In periods wherethe radio ads ran, texts to FRANKincreased by as much as 100%.

The campaign successfullycommunicated the risks of cannabisuse: 75% of respondents agreed thatthe advertising made them realisecannabis is more risky than previouslythought.

RAB Commentary

This case study demonstrates howpowerfully radio messages canpenetrate a young person’s privateworld, and start discussions abouteven taboo subjects.

32 Brand objective – Response

FrankUsing radio to get inside the world of teenagers


texts to FRANK

up as much as

100%”In periods

when radio ads

ran.

Radio delivers exceptional levels of responseSource: Synovate Tracking Research 2010

Met Police anti knife crimeUsing radio to engage youth in an online conversation

The challenge

Young teenage boys who carry knivesare difficult to communicate with,and very sensitive to being lecturedby adults. But it was essential to finda way to get these young boys toreally engage with the consequencesof their actions – to make them thinkabout knife-carrying as a choice, andunderstand what kind of a choice itreally is.

“ These results show just howeffective the right media planand creative can be in reachingaudiences even with complexmessages.” Minaxi Patel, Directorate ofPublic Affairs, Met Police

Why radio?

Music is central to the lives of many ofthese boys, and certain stations reachthem very effectively. They see thestation as part of their credibility, andit’s an influential part of their lives.

So the radio stations (Kiss, Choice,Xfm) were a natural choice to run thecampaign which was, unusually, not aseries of ads, but created in the styleof a games launch where the playercould make choices and chooseoutcomes.

Implementation

Trailers were run on-air in the“teaser” style which has becomefamiliar in launching new computergames; vox-pop style videos were alsorun on the stations’ websites.

Met Police branding was not madeexplicit until the campaign hadestablished itself and begun to createa buzz.


Results

The YouTube channel received nearlytwo million hits, and significantly theUser Rating averaged at 4.6 out of apossible 5.

There were over 3000 comments leftat the site; at the peak there were 80comments per day.

RAB Commentary

The high response and rating figuressuggest that these teenage boys werestrongly connecting with the way theanti knife crime message waspresented; radio had enabled thecampaign to enter effectively intotheir world.

2,000,000 YouTube hits


Radio drives people online to engage with the brand messageSource: AMV/COI

The challenge

At the close of 2008, as the UKentered a recession, Waitrose werefaced with the challenge of gettingnew and existing shoppers to spendmore with them in 2009. To do thisthey needed to give shoppers aregular reason to prefer them overthe combative opposition, who werewaging a very public price war.Therefore the challenge was to argue the case for the joy of qualityfood over the bare bones of price and value.

Why radio?

Waitrose’s customers (and potentialnew customers) tend to be upmarket,and index much higher on radiolistening than on TV viewing.

In addition, radio has the element of“dailyness” – it’s a habitual mediumwhere the brand can create a seriesof messages that effectively turn intoa dialogue with the listener.

Implementation

Waitrose sponsored Smooth Classics @Six, the drive time programme onClassic FM which aired seven days aweek. The main contents of thesponsorship were pre-recorded recipeslots presented by in-house Waitroseexperts; these were extended withregular name-checks through theprogramme and trails for the featureduring other airtime, all voiced by thefamiliar station-voice of poet RogerMcGough (who coincidentally wasWaitrose’s own voiceover artist).

The first hour of Smooth Classics didnot include ads from any otheradvertisers, which allowed Waitroseto build up – very subtly – anexceptionally high share of voice.

The activity was also extended intoother Classic FM brand platforms –online and within the monthlymagazine – which allowed Waitrose tobroaden and deepen theircommunications and for listeners toengage and interact, sending in their own recipe ideas and competingto win an exclusive dinner partycooked by a professional chef in theirown home.

Results

The results in terms of sales areconfidential, but Waitrose researchshowed that there were around250,000 visits to the microsite(150,000 unique users) and thecompetitions attracted 3,500 entries –this gives a sense of the interestwhich the programming generated.

The sponsorship was tracked by threedips of research by Consumer Insight.By the third wave the partnership wasshowing some impressive resultsincluding:

> Appropriateness at 92%

> Spontaneous awareness of thesponsorship at 23%

> Prompted recognition at 65%

RAB Commentary

The media thinking here is sound – the requirement was for a vehiclewhich could get inside the lives of thetarget market, constantly keepingWaitrose products and propositionsfront of mind. The extension intoprint and online platforms is also wellthought out.


WaitroseHow radio creates a constant, dominant presence


“ The Classic FM team worked reallywell with us to create anenjoyable, useful and engagingexperience for our audience.Together we managed to drivecustomers into Waitrose branchesand enhance the Waitrose brand.” Sarah Fuller, Head of MarketingCommunications, Waitrose LtdRadio drives people online

Source: MG OMD

Brand objective – Footfall 39

BRAND OBJECTIVE

FOOTFALLCAsE sTuDIEs

VW PAssAT

The challenge

VW wanted to promote a specialedition of the Passat before theintroduction of the new model. It hadall the features you get as standard ona Passat Highline such as heatedleather seats and a multi-functionalsteering wheel but with an additional“business package” of Bluetoothphone kit and sat nav.

The Passat is aimed very much atwhite-collar working people, familymen and women aged 35-54, whotend to be very car-centric. Not onlyis their car functionally important anda powerful definer of status, it’s alsotheir prime personal space, almost a“private world” where they can thinkand relax with a feeling of security.

“ Radio is a well proven medium fordriving response, it’s quick andflexible to implement and canreally add a great boost to anycampaign. We have been verysuccessful in using radio withinour more tactical campaignsresulting in notable uplifts in bothweb traffic and overall responseto an offer.” Daniel Hill, VolkswagenCommunications Manager (LargeCars), Volkswagen Marketing

Why radio?

There are really only two media whichcan reach effectively into this privatecar space – radio and outdoor.Drivetime schedules reach the largestabsolute numbers of drivers, butother airtime also reaches the higher-mileage drivers who are on the roadat all times of day.

Radio is also an invaluable medium fortalking about features and functionson a car. This is because, whilesomeone might not bother to worktheir way through a written list offeatures, they might listen tosomeone telling them about keyfeatures while they are driving.

Research also shows that drivers are“more car-minded in the car”, so theyare more open to relevant messagesfrom advertisers.

Implementation

The campaign began on radio only butwas then extended into press.

Results

This campaign produced recordresponse levels for any tacticalcampaign on any media forVolkswagen:

> weekly unique visitors to the Passatwebpage on Volkswagen.co.ukincreased by 15%

> 33% increase in footfall to retailersduring this period.

RAB Commentary

Impressive results from VW. Thecampaign harnessed radio’s well-known ability to reach drivers, but italso intelligently exploited the natureof in-car listening.

40 Brand objective – Footfall

VW PassatRadio’s influence among drivers increases dealer visits

Brand objective – Footfall 41

Radio delivers a 33% increase in footfall to dealerships (indexed)Source: MediaCom

100Before radioactivity

0 25 50 75 100 125 150

33% increase

133During radioactivity

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www.rab.co.uk

The Radio Advertising Bureau, part of RadioCentre Ltd, is fundedby the UK Commercial Radioindustry to encourage nationaladvertisers and their agenciestowards more effective use of radioas part of their communicationsmix. For further information, go to:www.rab.co.uk

Sound of Success Radio Advertising Case Studies

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