The Sound of Success - Typepad

TheSound ofSuccessThe best radio case studies from 2007

SoundOfSuccess_V19b 8/1/08 15:03 Page 1

If your CD is missing, please contact: [email protected]


Contents

Preface 2-3

Autoglass®

Using radio to drive business efficiency. 4-5

Comfort Radio successfully multiplies the effects of TV campaign. 6-7

Halifax Harnessing radio’s ability to connect with young audiences. 8-9

Intel C2D Processor Driving excitement in new technology by association with music. 10-11

Maltesers Reinvigorating a brand through listeners’ love of music. 12-13

Nando’s Building brand understanding to drive business. 14-15

Operation Trident Involving a resistant audience through the listener DJ relationship. 16-17

Powerade Creating stand out in a competitive market. 18-19

Royal Mail Special Delivery®

Building brand credibility through beyond the spot activity. 20-21

Thomson Cruises Using presenter endorsement to mobilise listener interest. 22-23

Transport for London Connecting with an audience at the right time and in the right place. 24-25

UPSRe-positioning a global brand amongst a local SME audience. 26-27

Vodafone Using radio programming to build a distinct brand advantage. 28-29

3 MobileUsing listener response to demonstrate a complex product offering. 30-31

1Radio, the multiplier medium of the digital age


Prefaceby Andrew Harrison

It’s a terrific time to be in radio at the moment –audiences are at an all-time high; digitalplatforms are helping to boost radio’s relevanceto today’s media consumer; and advertisingrevenue is growing. On top of all that,Commercial Radio won 20% of the 2007 MediaWeek Awards – a fantastic result for a mediumthat’s clearly effective but that only accounts forless than 10% of all advertising revenue!

The case studies in this book provide excellentevidence of successful radio campaigns. All of thesolutions involve a high degree of innovation,creativity, and collaboration that is not alwayspossible in other media. Perhaps moreimportantly, they all demonstrate the legendaryeffectiveness of radio.

Whatever market you’re in, I’m sure you’ll gaininspiration from having a look and listen – andwe hope the success of these campaigns willinspire you to consider radio as an importantpart of your own media plans.

2


Andrew Harrison Chief Executive, RadioCentre



AUTOGLASS®

Using radio to drive business efficiency

Radio increased unique visitors to the Autoglass® website% increase in visitors year-on-yearSource: Autoglass®

Radio increased calls direct to Autoglass®

% increase in calls year-on-yearSource: Autoglass®

+150%

+21%

4


Background

Autoglass® believed that their key tolonger-term business growth was toreduce reliance on insurance partnersand have a direct conversation withcustomers to help deliver ‘sales overnightand brand over time’.

From their Motorist Panel research,Autoglass® identified that ignorance andapathy were the key barriers to growth –16.2% of motorists have windscreendamage at any one time but the majoritydo nothing about it until its too late.

Safety was identified as the coreemotional motivator – thereforeeducation was the driver behind allcommunications.

Why radio?

The conversational nature of radioallowed the issue of car safety to beraised on an ongoing basis but allowedthe brand to do so in an approachableand accessible manner.

Autoglass® focused activity into thedayparts that reached their targetaudience when the message would bemost pertinent and powerful, in otherwords when they were in their carslooking right at the problem!

Low ad avoidance levels of radio were afurther advantage for a relatively lowinterest category.

Implementation

Autoglass® chose long copy advertisingusing staff testimonials to explain thesafety message and showcase the brandsreliability and know-how. Multiple pieces

of copy were used to demonstrate howthe brand proposition was relevant in avariety of situations that the listenerwould recognise – they also helped tokeep the message fresh.

The ongoing use of sonic brandinghelped build a sense of ubiquity and alarge share of mind, and ensured thatthe listener knew who was speaking tothem when the ads came on.

Results

Test campaigns demonstrated that theactivity had a significant impact onbusiness with a 21% increase in callsdirect to Autoglass® year-on-year, and a150% increase in unique visitors to thewebsite year-on-year.

Autoglass® awareness is now more thandouble its nearest competitor, withconsumers rating them as the preferredbrand in the sector.

RAB Comment

This case study highlights how spotadvertising on radio can work effectivelyas a stand alone outreach medium,driving both direct telephone sales andtraffic to the website. Now in their thirdyear of significant ongoing investmentin radio advertising, the Autoglass®

results speak for themselves.

“Radio has been incredibly powerful helping us tobuild the emotional and rational elements of ourbrand, but also, and more importantly, driving oursales to a record level over the last two years.Radio has got the “magic” to engage with listenerson a different level than any other media channel,as they consume radio in their own space buildinga relationship with the DJs and programming”David Meliveo, Head of Marketing, Autoglass



COMFORTRadio successfully multiplies the effects ofa TV campaign

Background

In Spring 2007 Unilever launched theirTV campaign “Do the Moves”, aimed atdemonstrating how their new ComfortConcentrates product range releasedlong-lasting freshness with every move.

Five weeks into the TV campaign theywanted to further increase cut-throughof the product benefit amongst mumsand persuade more of them to try it.

Why radio?

Radio can talk to large numbers ofmums at particularly relevant times forboth consideration and purchase (whendoing the laundry, before going out tothe shops etc).

Implementation

The major challenge was being able toconvey the concept of “releasing thefreshness” in an audio-only medium. Inthe TV commercials the characters (fromClothworld) didn’t speak. Insteadflowers were released from their

clothing as they danced to a reggaetontrack “Do the Moves” in order tovisually demonstrate how morefreshness was released as they moved.

To increase persuasiveness it wasimportant for mums to feel that thecampaign was talking to them at theirlevel – a key communication strength forradio. It was therefore decided to setcharacters in the real world rather thanClothworld and to allow them to talk.

The concept of “releasing the freshness”was conveyed by the “Do the Moves”sound track which was faded in and outwhenever one of the characters moved.This also provided a creative link back tothe TV campaign to increase themultiplier effect.

Results

Research conducted post campaignamongst listeners vs non-listenersdemonstrated scores directlyattributable to radio which were wayabove average in terms of advertisingawareness and message recall. In

“These results for Comfort are outstanding. Eardrumhave been fantastic to work with and from a verytight brief to drive awareness of our newconcentrate range delivered a really clever creativeexecution of the music “Do the Moves” that is somemorable and spot on for our target consumer”Rachael Kelly, Senior Brand Manager, Comfort

6


addition 66% of listeners recognised thead when it was played back to them vs8% of non-listeners – this figure issignificantly above the norms for a radiocampaign.

Furthermore, brand perceptions andconsideration were much higheramongst mums who had been exposedto both radio and TV compared to thosewho had been exposed purely to the TVactivity.

RAB Comment

Traditionally many fmcg products havefocused on visual media to conveyproduct benefits. However thiscampaign clearly demonstrates how,with the right creative strategy, aproduct benefit such as “long-lastingfreshness” can also be effectivelycommunicated using an audio-onlymedium and therefore multiply theeffectiveness of a TV campaign.

Radio drove brand awareness, understanding and brand preferenceSource: Clark Chapman

7

SPONTANEOUS AWARENESS

RELEASE THE LONGEST-LASTING FRESHNESS

A BRAND I WOULD CHOOSE

76%

88%

60%

76%

44%

57%

Non-Listeners

Listeners

Radio, the multiplier medium of the digital age


8

HALIFAXHarnessing radio’s ability to connect withyoung audiences

Background

With the student current accountmarket dominated by the ‘big four’banks the challenge for Halifax is toengage and educate a young audienceabout the long-term benefits of bankingwith them compared to the short-termincentive deals being offered elsewhere.

Why radio?

Radio was identified as the idealmedium to engage younger consumersin the Halifax proposition. Theopportunity to communicate brandmessages beyond the spot enabledHalifax to benefit from presenterendorsement and achieve a higher levelof involvement for what is apredominantly low interest product.

The high level of synergy between radiolistening and browsing online wasrecognised as a valuable means offacilitating interaction with listeners in away that is central to their lives anddrive response to a specially createdbranded micro-site.

Implementation

‘Student Fortunes’, a first-of-its-kindcross-network promotion, ran across allKiss and Galaxy stations to coincide withthe publication of A-level results – atime when school leavers would be mostreceptive to content about studentfinances.

Pre-recorded trails drove listeners onlineto register for a chance to play ‘StudentFortunes’ live on air. This was supportedby informative branded content featuresfronted by real students talking abouttheir experiences and offering advice onsubjects such as accommodation andtuition fees.

A comprehensive website featured on-air and additional content; for example,tips on living cheaply, links to clearingsites and extra information on Halifaxservices. The activity was capped-offwith a platform game which aimed todemonstrate to prospective studentshow to save money whilst still havingfun.

“This activity played an important part in helping uscomfortably exceed sales targets for thiscampaign. Being embedded in programming notonly helped to build trust with our target audiencebut it also gave us that all important endorsementfrom the stations they love”Tim Male, Marketing Manager, HBOS


9

Results

The activity delivered a 57% increase inawareness of student accountadvertising amongst listeners.

Significant increases were also seen instatements which reflected Halifax’scommunication objectives, such as‘Halifax offer the best value studentcurrent account’ (+24%) and ‘HalifaxStudent account is easy to understand’(+13%) indicating the success of themechanic in engaging listeners.

RAB Comment

Engaging sixth formers about successfulfinancial management just before theystart university is never going to be easybut Halifax achieved just that with atruly original approach. By workingsimultaneously with two of the mostpopular stations amongst young people,Halifax was able to persuade listenersthrough entertaining and useful contentthat it understood the pressures ofstudent life better than the big fourbanks, reflected in greater brandconsideration and an increase inaccount openings.

Radio drove positive brand perceptions (indexed)“Halifax offer the best value student current accounts”Source: Clark Chapman

Pre

100

Post

124



10

INTEL® CORETM 2 DUO PROCESSORDriving excitement in new technology byassociation with music

Background

Whilst a good processor is at the heartof a great computer, Intel realised it wasnot the technology itself but what itcould do for the consumer that woulddrive understanding of and interest intheir latest product. As a result, Inteltook the decision to position the Intel®

CoreTM 2 Duo processor as somethingthat would ‘multiply your musicexperience’.

The challenge was to emotionallyassociate the brand with music, inaddition to demonstrating the rationalbenefits of the technology. Intelidentified that integrating the brandinto the favourite music environments oftheir target audience of tech-savvymusic fans would build emotionalappeal and could also be used todemonstrate how the Intel® CoreTM 2 Duoprocessor was at the heart of enhancedmusic experiences.

Why radio?

Music and the promotion of new bandsand artists is central to CommercialRadio and was therefore the idealvehicle for Intel to showcase the C2Dand what it could do for music lovers.

The culture of response and listenerinteraction was crucial for this campaignwhich was hooked around comment,

feedback and voting, especially as onlineactivity was to form a key element.Radio has a proven track record indriving online response.

Implementation

Intel partnered with XFM, Classic FMand Capital to create a once-in-a-lifetime opportunity for emerging artiststo become the next big thing in music,by winning the chance to supportestablished performers at live concertsheld in exclusive venues.

Aspiring artists were asked to create aprofile page containing band info,videos and photos. Listeners of XFM,Classic FM and Capital then voted fortheir favourites. The acts that receivedthe most votes from each station thenplayed with a major live act. As anexample, The Sea, one of the winningbands, supported New Young Pony Cluband Rumblestrips in front of 5,000 fansat the Brixton Academy.

The campaign was supported by on-airDJ mentions, online advertising, flyerdistribution, press and WAP. Bluetoothpush messaging was also used at thelive gigs to promote Intel to theaudience.

Intel also partnered with Virgin Radio tocreate the Virgin Live Experience, thefirst ever interactive live streaming gig.


11

“This campaign brought to life the benefits ofIntel’s leading-edge processor technology throughthe fusion of live and digital music experiences.There was genuine integration across allplatforms, and the results blew away ourexpectations”Chris Hogg, Director of Marketing, Intel UK & Ireland

Virgin Live Experience put the onlineradio audience in control, allowing themto manipulate camera angles and postcomments and questions for the bandduring the actual performance.

Results

The GCap Live Sessions saw more than490,000 individuals visiting thecompetition pages during thecampaign. Gigs that were streamed liveonline were viewed by over 250,000people, delivering 4,000,000 micrositepage views.

71,000 people watched The Virgin LiveExperience online – an audience greaterthan the concert capacity of the newWembley Stadium.

RAB Comment

This unique approach to associatingIntel with live music harnessed radio’sability to engage a relevant audienceand bring a brand’s credentials to life.The multi-layered campaign deliveredhigh levels of reach and engagement byallowing the listener to become fullyinvolved in the activity. The listener’sexperience of music was enhanced bythe brand’s involvement, drivingappreciation of the Intel® CoreTM 2 Duoprocessor.

Radio drove people online to experience the brand ideaSource: GCap Media and Virgin Radio

71,000 watched

The Virgin Live Experence

online

250,000 watched

The GCap Live Sessions online



12

MALTESERSReinvigorating a brand through listeners’love of music

Radio increased consumption of Maltesers% of listeners claimed to have eaten Maltesers in the last weekSource: Clark Chapman

58%


13

Background

Maltesers set out to reinvigorate thebrand and drive sales with the keychallenge being to enhance therelevance of the brand and bring it frontof mind at the important afternoonsnacking occasion.

Why radio?

Consumer insight highlighted that thebrand benefit derived from “addinglight-hearted fun to everyday life” forthe Maltesers consumer.

Radio was able to both deliver theyounger female audience moreefficiently than most other media and asthe medium that is used to help liftpeople’s mood when they are engagedin everyday tasks, also provided theperfect environmental fit.

Implementation

The heritage of Commercial Radio lies inmusic that connects emotionally with itsaudience so Maltesers developed amedia property around the concept of a‘feel-good’ sing-a-long mechanic. Thiswas enhanced by radio’s culture ofresponse that was essential for such aparticipatory campaign.

Sing-a-Long with Maltesers was a firstfor the industry running on 36 stationsacross 3 different radio groups over a 3-month period in the afternoon slot,Monday – Friday.

To take part in the ‘Maltesers Moment’listeners had to register onlineexplaining the reason for their choice. Ifchosen they were then required to singpart of their request live on air beforethe track could be played in full.

Results

The activity was seen as an unqualifiedsuccess with research demonstrating ahuge shift in top of mind awarenessamongst listeners compared to non-listeners.

Brand diagnostics for Maltesers such as‘being a brand for someone like me’demonstrated noteworthy increases atthe post-campaign stage.

In terms of propensity to purchase 58%of listeners confirmed they had eatenMaltesers in the last week – a significantincrease over the pre-campaignmeasure.

RAB Comment

This cross network activity was a first forthe medium, the category and thebrand and shows how well radio cancapture and communicate the spirit of abrand. By closely targeting who theywanted to speak to and at what timeradio was able to rejuvenate an iconicbrand and deliver a significant uplift insales.

“The national radio campaign was a fantasticvehicle for building brand sales and awarenessfor Maltesers”Nicola Allen, Brand Manager, UK Maltesers



NANDO’SBuilding brand understandingto drive business

Background

According to research, at the end of2005 only 9% of Londoners realised thatNando’s restaurants were Portuguese inorigin, with a worrying 12% believingthe restaurant group to be Mexican!

In creating a point of difference vs. themarket, Nando’s decided to educatepotential customers about thePortuguese roots of the restaurantgroup, and communicate the uniqueenergy and vibrancy of the restaurantsresulting from this, to help drive bothawareness and footfall.

Why radio?

Radio was the ideal communicationsvehicle providing an irreverentenvironment and ability to generateexcitement that was an ideal match forNando’s brand positioning. The breadthof stations available in London allowedthem to speak to consumers across theirwhole customer base, includingupmarket families, younger earners, andstudents.

Using detailed analysis of their Londoncustomer base Capital, Heart and Magicwere selected as the stations with themost potential to attract upmarket

families and younger earners with XFMnurturing the growing student customerbase. Kiss and Choice were also used toattract a younger demographic.

Implementation

A campaign was developed around theidea of ‘Portuguese FM’ – with Nando’sbringing the people and character ofPortugal to the airwaves.

This ran on air in London for 30 weeksfocussing on drive-time Wednesday toFriday in order to encourage end ofweek and weekend sales.

To keep the content entertaining 24different pieces of copy were createdwith a maximum OTH of 2 ensuring thecommunication was always fresh andretained listener interest.

The ads were made more relevant byquick reaction to the news agenda andby incorporating what Londoners weretalking about at the time. For example,new ads were created and on-air within24 hours of England’s defeat byPortugal in the World Cup.

The activity culminated in ‘PartyPortugeasy’, a Christmas promotion runon Heart where listeners could win afree party at Nando’s.

14


“Radio offered us the opportunity to share ourmessage and brand personality with a largeproportion of our core target market in Londonthat would neither have been possible noraffordable using alternative media channels. Thesuccess that we enjoyed with the 2006 campaign,encouraged us to invest further in radio in 2007,including key stations in Birmingham andManchester, as well as London”David Manly, Nando's Marketing

Results

From a pre-campaign level of 2%,awareness increased to and wassustained at 16% during the activity –over 4 times higher than anticipated.

The number of consumers identifyingthat Nando’s was of Portuguese originincreased by an impressive 55% over thecampaign period.

More importantly, Nando’s experienceddouble-digit growth year-on-year, withPortuguese FM contributing to over£1m in incremental sales.

RAB Comment

This case study demonstrates thepotential of radio spot advertising fordriving business when an advertiserinvests time and energy into a consistentand effective campaign vehicle. Nando’sused the medium intelligently in termsof both spot placement and creativetreatment, drawing on the playfulenvironment of radio to help establish apowerful and effective brandpersonality.

Radio increased brand understanding (indexed)“Nando’s is of Portuguese origin”Source: Market Measures

Pre

100

Post

155



OPERATION TRIDENTInvolving a resistant audience through thelistener DJ relationship

Background

Engaging with urban 11-16 year olds isdifficult, even more so if it’s the policewho are trying to discourage this groupfrom getting involved with guns.

The Metropolitan Police Service (MPS)were aware that their audience wouldbe highly cynical towards anycommunication from those in authority.The media approach was identified asbeing crucial in overcoming thiscynicism and ensuring that the targetaudience take notice of what is a veryserious issue.

Why radio?

The MPS felt that the best way to tacklethe issue of gun culture and life on thestreets was to use a crediblespokesperson to highlight the damagingeffects of gun crime. As a respectedvoice within their community oflisteners, often considered to be outsideof the establishment, radio presentersfitted the bill perfectly.

Using presenters in this way allowedradio to generate word of mouth andtake the message beyond the airwavesand out on the street. This campaignfully utilised the many digital offeringsof radio that allowed young people to

engage and contribute in a forum theyknew and were comfortable with.

Implementation

The UK Grime scene was identified as amusic genre that was seen as ‘real’ andillustrated the toughness of life on thestreets. Roll Deep, acclaimed artists inthe genre, were approached to writeand record an anti-gun crime trackwhich was then promoted throughstations Choice FM and Kiss FM.

Through on-air mentions, listeners wereencouraged to download the Roll Deeptrack, and take part in a chat roomdebate about gun crime. Speciallycreated ringtones, mobile wallpapersand competitions provided furtheropportunities for the young audience tointeract with the campaign.

On-air discussions featuring respectedDJs and Roll Deep helped involve theaudience in the debate withoutalienating them. Roll Deep was alsotaken on tour to schools in key urbanareas to raise awareness and sparkfurther conversations.

Results

Prompted awareness of the OperationTrident campaign reached an impressive

16


“Radio proved to be a very effectivetool in engaging with our audience.It provided us with the opportunityto reach our core audience in both acreative and credible way”Minaxi Patel, Acting Head of Publicity,Metropolitan Police Service

65% but more importantly it involvedthe core audience at a deeper level.

During the campaign period visits tostoptheguns.org website increased by1000%, and micro-sites dedicated toTrident on the Kiss FM and Choice FMwebsites received 12,500 click-throughs.The Roll Deep track was downloadedover 5,500 times in just two weeks andthe video on Youtube was viewed over140,000 times.

RAB Comment

The Operation Trident activity harnessedthe most powerful elements radio has tooffer in order to engage a notoriouslydifficult to reach audience. Credibilitywas crucial for success, so downplayingpolice involvement and allowingpresenters and respected artists todeliver this message was extremelyeffective.

Radio drove traffic to website and downloadsSource: Kiss FM, Choice FM

CLICK-THROUGH RATETRACK/VIDEO DOWNLOADS

12,500

5,500



POWERADECreating stand out in a competitivemarket

Background

Powerade was a relatively new player inthe UK sports-drink market, which hashistorically been dominated by onecompetitor brand. Powerade wasmaking in-roads into the sector,evidenced by volume sales increases, butthe market remained extremelycompetitive.

To optimise the impact of theircomparably modest budget, Poweradeneeded to create a clear point ofdifference to help them outsmart thecompetition and overcome the budgetdifferential. The brand idea centred onhelping sportsmen to achieve their best,and Powerade identified participants ingrassroots sport as a real opportunity togain a competitive advantage.

Radio drove sales across the campaign period (indexed)Source: Entertainment Media Research

18

Pre

100

Post

136


“It’s rare that we even meet the media owners weadvertise with. However, with Virgin Radio workingso closely with Vizeum it felt as though we wereone seamless team”Beth Allen, Senior Brand Manager, Powerade

Why radio?

Using focus groups to generate a deeperunderstanding of their core audience ofmale active team players and followersof team sport, Powerade identified radioas an essential medium for engagingdirectly with amateur footballers. Radiowas used as an important element of amultimedia strategy that includedforecourt 6 sheets, a sponsorshippackage with Sky Sport News andongoing partner activity with the RFUand Football League.

Implementation

Powerade identified Virgin Radio as astation that shared their passion andenthusiasm for grassroots football thatwas able to reach footballers across thecountry.

Using a combination of programmingand online, Powerade set out totransform the fortunes of six novicefootball teams with professionalcoaching. The activity launched withcoaching tips from Peter Tayloralongside live reads encouraginglisteners to go online to register theirteam.

Each month a team was selected andmatched with a professional Football

League coach, receiving four tailoredcoaching sessions - the highlights ofwhich were reported back andbroadcast on-air over the weekend.

The activity culminated in the PoweradeCup – the winner of which went on anall-expenses paid pre-season tour toBarcelona.

Results

More than 1000 teams entered thepromotion on Virgin from the lengthand breadth of the country.

Powerade volume increased more than36% May 2006 – May 2007. By May2007, Powerade had begun drivingmarket growth increasing its marketshare by more than 23%.

RAB Comment

This is a fantastic example of a fullyintegrated campaign that madeoptimum use of radio’s ability toconnect with and mobilise consumers.Using strategic focus group insight,Powerade was able to drill down intowhat really motivates their targetaudience and create a bespoke on-airand online solution to produce a realpoint of differentiation and deliverbusiness results.



ROYAL MAIL SPECIAL DELIVERY®

Building brand credibility through beyondthe spot activity

Background

With the courier service marketplacebecoming increasingly competitive,Royal Mail Special Delivery® needed toestablish itself as the default service forovernight deliveries.

With this goal in mind, Royal Mail setout to persuade business people andother consumers who usually useexpensive courier services when theywant their mail to arrive the next day touse Royal Mail Special Delivery® instead.

This entailed using an integratedcommunications approach to raiseawareness of Special DeliveryTM Next Dayand also the Special DeliveryTM 9amservice, and building trust and credibilityin the brands by highlighting the valueand security of the services.

Why radio?

Research identified that the businessaudience, specifically MailroomManagers and PAs, commonly listen toradio throughout their working day, andthe cost-efficiency of radio meant thatRoyal Mail could reach them in largenumbers. Radio was also identified as atrusted source of information, providinga valuable context for Royal Mail SpecialDelivery® to build their brand credentialswithin.

As radio can support other media, andcreate an uplift effect, it was used inconjunction with direct mail, press andpoint of sale.

Additionally, as two thirds of SpecialDeliveries are booked online, the factthat radio is used simultaneouslyalongside Internet usage was deemed tobe highly valuable for convertingawareness into sales.

Implementation

Royal Mail took a beyond-the-spotapproach and became the de-facto prizedelivery service for all of the prizes thatlisteners won in on-air promotions.

All prizes given away throughout theday were referenced as being sent tolisteners by Royal Mail Special Delivery®

and meant audiences were reachedacross all main dayparts. Importantly,the key messages of delivering packagesquickly and efficiently were woven intothe editorial mentions every time a prizewas given away.

Results

The reach of the activity totalled over15m UK adults at exceptionally highlevels of frequency.

Bespoke post campaign researchdemonstrated the activity

20


comprehensively delivered againstobjectives.

Awareness of Royal Mail SpecialDelivery® services amongst listeners hit75% compared to 65% amongst non-listeners.

Awareness of the ‘Special DeliveryTM NextDay’ brand increased by 10% and‘Special DeliveryTM 9am’ by 16%. 73% of listeners agreed that when apackage has to get there next day theyshould use Special Delivery™.

RAB Comment

This was a unique and innovative meansof demonstrating a brand’s keymessages in a way that really resonatedwith listeners. By tapping into the closerelationship the listener has with thestation/presenter and fully utilising theimmediacy and excitement of themedium, Royal Mail Special Delivery®

was able to build an unprecedentedlevel of appreciation and trust for theservice.

Radio increased awareness of Royal Mail Special Delivery® services atpost campaign stageSource: Royal Mail, Emap, GCap Media, and Global Radio

21

Listeners

75%Non-Listeners

65%

“We wanted to reach listeners in aunique way, building on the closerelationship and trust they havewith the station and the DJ. Theresults speak for themselves. We'vedemonstrated that using radio inconjunction with other media, in acreative way can be really powerful”Amanda Close, Senior MarcommsManager, Royal Mail



THOMSON CRUISESUsing presenter endorsement to mobiliselistener interest

East region from where the ships sailed.Radio, and the Magic network inparticular, was able to efficiently fulfilboth of these criteria.

Implementation

The activity began with a week-long livebroadcast and incorporated acompetition for breakfast show listenersto win a cruise.

The key message for Thomson was thattheir cruises offered ‘a new experienceeveryday’ – so each day Magic presenterMark Thorburn focused on a differenton-board activity and day excursion.Passengers and crew members(including the captain!) discussed therange of attractions on offer, whichmeant that Thomson cruises were beingendorsed live on air by people who wereactually experiencing the benefits thereand then.

Results

On average, Mark Thorburn spent anaverage of 18 minutes a day talkingabout the cruise on air – an amount ofdaily brand coverage that has fewparallels.

As a result, the competition generatedover 11,000 calls and 1,500 texts –

Background

Thomson recognised that in order todrive sales to a new level they had toappeal to consumers who don’tcurrently go on cruises. This meantchallenging stereotypes about both thetype of person who goes on a cruise andthe nature of the holiday experience.

Thomson believed that the opportunitylay in educating potential customersabout the depth and breadth of thecruise experience they offered as anexciting alternative to a beach holiday.

Why radio?

Thomson recognised that word ofmouth would be a powerful means ofchallenging pre-conceived notionsabout the nature of cruise holidays. Theyidentified the strength of the radiopresenter/listener relationship as theideal media opportunity to start a freshconversation with a new set ofconsumers and therefore benefit fromrelevant endorsement.

Through research Thomson hadidentified their target audience as 35+couples that were newly childfree andwanted to make the most of this newfeeling of liberation. They also wantedto place a special emphasis on the North

22


“We saw a marked increase in cruises departingwithin the North East region, and felt that thispromotion on the Magic network was a verysuccessful campaign”Vicky McCauslan, Campaign Manager, Thomson

more than double the Magic Network’saverage response.

Although the activity ran in May/Junebrochure requests were at a higher levelthan in January – the traditional peak forcruise bookings – and radio wascredited as being the major contributorto the £1.1m additional sales forThomson cruises in this period.

RAB Comment

This highlights all of radio’s keystrengths – talking to a specific agegroup within a key region; using theunique presenter/listener relationship tobring a brand to life and generateexcitement; and using personalendorsement to change perceptions.

Radio drove high levels of responseSource: Magic and Thomson

23

CALLS GENERATED

11,000

TEXTS GENERATED

1,500



TRANSPORT FOR LONDONConnecting with an audience at the righttime and in the right place

Radio changes attitudes as part of a multimedia campaign (post campaign measures)Source: TfL

24

63%

43%

Spontaneous awareness ofanti-speeding message

Agree – “campaign made methink twice about speeding”


Background

With the objective of reducing deathsand injuries on London roads by 40% by2010, TfL conducted research into theunderlying cause of speeding offencesand dangerous driving. This identifiedthat men were four times more likelythan women to commit a seriousspeeding offence.

TfL investigated further to get to theheart of what makes potential maleoffenders speed. It was identified that“loss of life” wasn’t a particularlypersuasive message but the “loss offreedom” (through loss of a licence)was. “Losing yourself momentarily toanger or excitement”, or “the desire toshow off” was deemed to be thebiggest contribution to speeding.

Why radio?

Music is a powerful influencer of youngmale emotions – it can instantly raiseadrenalin levels and can be a majorcontributory factor to people ‘losingthemselves’ whilst driving. As a result,radio was felt to be an extremelyimportant element in a multi-mediacampaign that included outdoor, pressinserts and viral activity.

As radio plays out in real time, it wasalso possible for TfL to speak to theirtarget audience when they were likely tobe in their cars and in mindset to speed.

Implementation

TfL identified moments of heightenedpassion – Thursday and Friday night, orweekend afternoons and evenings – andfocused on speaking to people at these

times to communicate what peoplewould be losing if they were caughtspeeding.

To optimise the impact and efficiency ofthe activity spots were only bought after7pm on Thursday to Friday andweekends after 11am, ensuring that TfLwere speaking to young males when theroads were less busy and they weremore likely to be out with their friends(and thus under the influence of ‘boyracer’ culture).

Results

Overall the anti-speeding messageachieved 63% spontaneous awarenessamongst the core audience, with 43%agreeing that the campaign had madethem think twice about speeding.

More importantly, over the campaignperiod there was a 29% reduction in thenumber of speeding tickets issued versusthe same period for the previous year.

RAB Comment

The ability of radio to reach people atdifferent times and in different mindsetsis well demonstrated here – there wasno point in TfL talking to their coreaudience when they were in bed! Radioformed part of a fully integrated mediaprogramme that challenged the normsof anti-speeding messages andproduced an innovative and successfulcampaign.

“Radio had a pivotal role in delivering theincreasingly hard to reach youth audience in atruly engaging and relevant environment”Victoria Sangster, Communications Director,Mediaedge:cia



,

26

UPSRe-positioning a global brand amongst alocal SME audience

Background

United Parcel Services (UPS) wanted toprompt reappraisal of their brand andplace it at the very heart of smallbusiness. UPS aimed to challengepreconceptions and demonstrate thatthey understood and were able toconnect with local companies anddeliver against small business needs,whilst continuing to position themselvesas innovative market leaders.

Why radio?

The vital role local Commercial Radioplays within the community wasrecognised as well as its abililty topromote the services of smallbusinesses, who often have little or nomarketing budget. Additionally radiocommunicates with UPS’s targetaudience of SME’s and their customersthroughout the working day, from thefactory floor to the office.

By asking local companies to contributetheir own business stories supported bythe endorsement of local radiopresenters, UPS were able to engendergreater warmth, giving their globalbrand a local voice and relevance.

Implementation

UPS demonstrated how they could helplocal companies ‘Deliver More’ via aninnovative collaboration which not onlyharnessed station editorial but offeredsmall businesses a prize which woulddirectly help their organisation grow.

UPS partnered with 42 stations via theOne Network to create a newproposition - the Local Business Awards– that recognised some of the mostinnovative and successful businesses in acommunity. It gave local businesses thechance to promote their services, deliverkey messages to potential customers ina trusted environment, and enhancetheir local fame.

On air activity encouraged smallbusinesses to go online and explain whythey ‘delivered more’ to theircommunity. Celebrity businessman andDragon’s Den regular, Theo Paphitis,was then commissioned to judge thenominations and gave helpful tips tolocal businessmen.

Winning firms on each of the 42stations received their very own 4 weeklong radio campaign on their localstation courtesy of UPS, to help theirbusiness succeed.


27

Results

This 3 month fully integrated campaignreached over 15 million people andboasted UPS awareness amongst majordecision makers by more than 25%.

UPS saw dramatic shifts in positivebrand perceptions, for example; “UPScares about small business up 227%”and “UPS are leader in synchronizedcommerce up 120%”.

Over 600 small businesses entered theAwards with all 42 competition winnersfrom across the UK collectivelybenefiting from a sales uplift of up to35% as a result of their radiocampaigns. Winners and unsuccessful

entrants all spoke positively about theexperience and UPS created 618 brandadvocates as a result.

RAB Comment

Local Commercial Radio sits at the heartof a community, enabling UPS to tapinto this unique environment andengage directly with the target audienceof local businesses. They created ahighly aspirational proposition that gavesomething back to SME’s and theircustomers. By using a national networkon a local scale UPS was able to bringthe brand closer to consumers and buildtheir small business credentials.

Radio improved awareness and brand favourabilitySource: Universal McCann

UPS cares about

business up 227%

UPS are leader in synchronized commerce up 120%

“We needed to help promote UPS’s overall goals of helping companies of all sizescompete and succeed in the global marketplace. And, do so at a very local level, ina way that almost creates an intimate conversation with local businesses as theystruggle to grow. Radio turned out to be the perfect vehicle to accomplish this taskat targeted localities and breath real life into UPS's Deliver More campaign.”John Wheeler, Director of Communications, UPS Europe



THE VODAFONE LIVE HOURUsing radio programming to build adistinct brand advantage

Background

A number of the biggest telecomsbrands use live music to engage the key,but often elusive, demographic of 16-34year olds. The challenge for Vodafonewas to cut through this increasinglycommoditised marketplace and createstand out from their main competitors.

Why radio?

The heartland of Commercial Radio lieswith 16-34 year old listeners so radiowas the perfect route through toconsumers for Vodafone in terms of sizeand efficiency of audience delivery.

Radio is also the main source fordiscovering new music, so provided theideal environment for promotingVodafone’s new music credentials.

Implementation

Vodafone worked with GCap Media andEmap to create a brand new propertythat showcased Vodafone’s uniquecommitment to live music content formusic aficionados, aired across 58stations.

The Vodafone Live Hour broadcastweekly and consisted of live tracks,exclusive recordings, interviews, contentfrom gigs and ticket giveaways. Thenetwork show was presented by MTV’sJo Good and supported with threebespoke regional shows with their ownpresenters.

Vodafone also created six live gigs calledTBAs featuring the hottest acts of themoment, and later established the LiveMusic Awards that were broadcast onChannel 4.

Results

In terms of audience, RAJARdemonstrated the huge success of theproject for both Vodafone and the radioindustry as a whole, with theprogramme reaching 650,000 listenerson a weekly basis.

Research has demonstrated that 36% oflisteners spontaneously recalled theshow and 50% felt more positivetowards Vodafone as a result.

More importantly, since Live Hour beganVodafone has gone from forth to first in‘music association’ out of the four maintelecoms networks.

28


“GCap Media, Emap, OMD UK and Vodafone workedtogether to deliver a new and exciting propertythat would cut through for the Vodafone brandand entertain audiences with a new radio format.The success of the show is testament to theapproach of collaboratively developing a newsolution rather than just working with existingproperties”Daragh Persse, Head of Sponsorship and EngagementMarketing, Vodafone

RAB Comment

This revolutionary project shows howCommercial Radio can work together tocreate original content and appointmentto listen programming. Radio Aid andUK Music Week led the way but theVodafone Live Hour proved that usingcross-group radio branded content onan ongoing long-term basis is a highlyeffective means of maintaining themomentum behind a core brand idea.

Radio helped Vodafone move from 4th to 1st amongst networks interms of music association“Which of these brands do you associate with music?”Source: Clark Chapman

29

Pre

1 Orange

2 O2

3 T Mobile

4 Vodafone

Post

1 Vodafone

2 O2

3 Orange

4 T Mobile



30

3 MOBILEUsing listener response to demonstrate acomplex product offering

Background

When it came to 3’s PAYG ‘We Pay’offer, which financially rewardedcustomers for answering their phoneand reading texts, 3 decided to take anexciting and ground-breaking mediaapproach to deliver high awareness andinterest in the offer.

In a highly competitive market, 3 alsorecognised that it was important tomake the offer more credible by helpingcustomers understand how much creditthey could earn.

Why radio?

Almost 90% of PAYG’s target audienceof 16-24s listen to Commercial Radio,

making the medium the perfect vehicleto deliver broad awareness nationally.

In addition, 3 recognised that thestation-listener trust relationshipprovided an ideal environment toovercome the ‘disbelief factor’ for theoffer and convince listeners that theycould actually get paid for using theirphone.

Implementation

GCap Media, Emap and Chrysalisresponded to the brief by creating aone-off Saturday morning listenerparticipation programme hosted byJustin Lee Collins (a popular comedianfor the ‘We Pay’ consumer) and airing iton 75 local stations across the country.

1,000,00respons


31

000�txtnses

Participation was simple – listeners hadto text in 2p to their local station whichwent into a national prize pot that wasgiven away ‘3’ times. Updatesthroughout the day on the prize fundhelped listeners visualise how much theycould earn on ‘We Pay’. To keepexcitement levels high every 1000thtexter was rewarded with £1000.

This was backed by a special onlinecalculator that allowed customers totype in the number of monthly textsthey send and work out how much theycould earn on ‘We Pay’.

Results

The campaign was seen as a hugesuccess with 1m texts generated, which

in turn meant 1m bounce back textscontaining 3’s ‘We Pay’ messaging.

RAB Comment

Whilst radio has a significant uplifteffect when used in conjunction withother media this campaigndemonstrates that radio can be usedwith great effect as a solus medium. Italso proves how an innovative approachcan allow a brand to assume adisproportionately large share of mindover competitors, relative to spend.

“This campaign generated the best response rate we have ever achieved as an agency for oneof our clients. The main objective was to increase spontaneous awareness which we know hasthe biggest increase in sales for 3. Radio, used in this instance in a standalone capacity,proved to be extremely effective at boosting both awareness and purchase consideration”Craig Robinson, Business Director Radio, Mindshare



32

A NEW RESEARCH OFFERINGFROM THE RABRadioGauge is an ongoing research project, funded entirely by the CommercialRadio industry, designed to help a broad range of radio advertisers understandthe specific effects they have achieved as a result of their radio advertisingcampaigns.

What can it tell me?

Campaign effects RadioGauge provides a measure of how radio advertisinghas driven advertising awareness and brand consideration, as well as twobrand diagnostics bespoke to each participating advertiser.

Relative performancerelation to the broader market by comparing individual campaignperformance to a pool of relevant campaigns from other advertisers.

Creative analysiscreative execution, and seeks to demonstrate how results can be improvednext time around by highlighting best practice creativity.

To find out more, please contact the RAB team on 020 7306 2500


: :

: RadioGauge reveals how each campaign performs in

: RadioGauge quantifies the relative strength of radio


The Radio Advertising Bureau, part of RadioCentre Ltd, is funded by the UK CommercialRadio industry to encourage national advertisers and their agencies towards more effective useof radio as part of their communications mix. For further information, go to: www.rab.co.uk

The Sound of SuccessThe best radio case studies from 2007

SOfS_NewBack 15/1/08 17:21 Page 1

Documents

The Sound of Success - Typepad