Radio Ideas Worth Sharing… 2013
RADIO IDEAS WORTH SHARING… 2013
Get inspired by innovative ideas!
About egtabites:
Having access to a rich and highly diversified benchmarking pool seems to be one of the service that egta members appreciate the most. In an attempt to even more effectively meet your needs, egta is happy to bring to you the “egtabites”!
» The objective? To provide all egta members with thought provoking and inspiring ideas and to help grow the television and radio advertising pie!
» The concept? An easy to read (5 to 10 minutes) e-mail you shall receive every other Friday (or possibly every week, if you are both a television and radio member) whose objective is to share “ideas worth spreading” with the community of senior sales houses professionals.
» Like the idea? We count on you to spread the word and to invite your colleagues to contact us should they wish to be on the mailing list. More importantly, you should feel free to forward these e-mails to the relevant people within your company depending on who the topic might inspire most!
» Proud of something your company has done? Do you need a sounding board for one of your projects? Please contact us and send us any best case initiative you consider eligible for this new tool. We will be proud to relay the ideas you consider worth sharing!
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F: +32 2 290 31 39 – www.egta.com BROWSE BY TOPIC (Click on the topic to view the article)
Promoting TV / Radio as a medium
No 01 | TV & RADIO | M.E.D.I.A.
No 31 | RADIO | Promoting the medium of radio and giving the spotlight to young media planners
No 33 | TV & RADIO | When an entire industry joins forces to promote advertising: "Publicidad Si!" Made in España
Making the most of the strengths of TV / Radio
No 15 | RADIO | Regional targeted radio campaign by AS&S Radio for Reckitt Benckiser’s Dobendan Strepsils provides flu relief in Germany
No 19 | RADIO | Flood Emergency Radio
No 36 | RADIO | Strengthening brand recognition: an advertising jingle turned into a song
Creativity & Innovation
No 05 | RADIO | BATTLE RADIO FACTORY
No 07 | RADIO | Ultraspot from IP Radio: the listener decides!
No 11 | RADIO | RMS Brand Day
No 13 | RADIO | Radio creativity
No 17 | RADIO | The 7 secrets of creative radio advertising
No 21 | RADIO | A radio spot becomes a global phenomenon
No 38 | RADIO | 538 and transavia: making friends and moving people
Apps & Social Media
No 03 | RADIO | Harnessing the power of social media for radio!
No 25 | RADIO | Lagardère’s second-screen companion app for radio
Research
No 27 | RADIO | Snapshots: a new behavioural planning tool for Radio
Online Platforms
No 09 | RADIO | Radio à la carte with diy.fm
No 29 | RADIO | RMS now exclusively represents Spotify on the German Market
No 34 | RADIO | NRJ Global & partners: Adiopack – packaging the digital radio offer BROWSE CHRONOLOGICALLY (Click on the topic to view the article)
No 01 | TV & RADIO | M.E.D.I.A.
No 03 | RADIO | Harnessing the power of social media for radio!
No 05 | RADIO | BATTLE RADIO FACTORY
No 07 | RADIO | Ultraspot from IP Radio: the listener decides!
No 09 | RADIO | Radio à la carte with diy.fm
No 11 | RADIO | RMS Brand Day
No 13 | RADIO | Radio creativity
No 15 | RADIO | Regional targeted radio campaign by AS&S Radio for Reckitt Benckiser’s Dobendan Strepsils provides flu relief in Germany
No 17 | RADIO | The 7 secrets of creative radio advertising
No 19 | RADIO | Flood Emergency Radio
No 21 | RADIO | A radio spot becomes a global phenomenon
No 25 | RADIO | Lagardère’s second-screen companion app for radio
No 27 | RADIO | Snapshots: a new behavioural planning tool for Radio
No 29 | RADIO | RMS now exclusively represents Spotify on the German Market
No 31 | RADIO | Promoting the medium of radio and giving the spotlight to young media planners
No 33 | TV & RADIO | When an entire industry joins forces to promote advertising: "Publicidad Si!" Made in España
No 34 | RADIO | NRJ Global & partners: Adiopack – packaging the digital radio offer
No 36 | RADIO | Strengthening brand recognition: an advertising jingle turned into a song
No 38 | RADIO | 538 and transavia: making friends and moving people 1 February 2013 Target: TV & Radio
M.E.D.I.A.
When media agencies and sales houses join forces to better meet the needs of advertisers
We would like to bring to your attention a groundbreaking initiative launched in the Belgian market this past Wednesday January 15th: M.E.D.I.A. “Our Media Environment Deserves Ideas and Ambition”. This initiative was jointly launched by UMA, the Belgian Association of Media Agencies and the R12, an unofficial group which gathers 14 media sales houses that represent 90% of all media investments in Belgium and includes not only all of our egta members: IP Belgium, Q Group, RMB, SBS Belgium, Vmm and the Var) but also sales houses from other media.
This initiative stemmed from the overall conclusions reached by the 22 senior managers from the participating companies who met on a regular basis over the past 18 months following an extensive survey among all Belgian media agencies and sales houses (321 answers).
In Belgium, as in all other markets, the media industry has undergone enormous evolutions in the past years creating tremendous new business and growth opportunities. Media have multiplied their touchpoint offer, encouraging sales houses to expand their sales expertise with a cross media approach as well as many other new solutions. Media agencies on their side have profoundly repositioned themselves by acquiring wider marketing and communication know how in addition to their historic media buying science. They have started diversifying their offer to include a broader range of marketing & communication products which are connected or not to traditional media. All these changes have resulted in a growing lack of knowledge and understanding of each other’s tasks and at times, in a great deal of frustration(s).
Starting from these observations, the R12 and the UMA have decided to join forces to initiate further steps to create the best possible media advertising environment and to match their offer with both consumers’ experience and advertisers’ needs in an ever-evolving media environment.
This is the first time that so many media representatives (agencies and sales houses alike) have united to set up a forward-looking plan with clear and ambitious industry-wide objectives, highlighting the need to increase mutual knowledge, the development of common research and investments in human capital How it will translate concretely?
The M.E.D.I.A. project group’s action plan includes a series of workshops and events including 6 monthly webinars during the first quarter of 2013 with the purpose of sharing information on specific aspects of media related topics and to learn more about each other’s tasks, roles and projects better.
It also includes: » the creation of a new award for promising young media professionals; » the setting up of a new training cycle for media professionals, focused on strategy & marketing; » the creation of a task force dedicated to research.
Of course, plenty of other ideas are currently under discussion. The initiative is expected to last for at least 3 years.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said …
Don’t just take it from us, let’s hear it straight from egta members! We have interviewed all the Belgian egta members and have asked them why they decided to take part in this initiative and what they expect to get out of it. Here is what they had to say:
“This project aims at going beyond preconceived notions and to better understand the roles and specificities of each market player. To us, it’s a first step towards the idea that we can all work together to create this kind of positive initiative. The aim is two-fold: first, to reinvigorate the “AMMA awards” that reward media expertise and second to advertise the so-called “GRP media school” that will better meet the training needs of media agencies and sales houses. Overall, this is a win-win situation for all of us.”
–– Pierre Vanderbeck, Director of Strategy – RMB
“It’s a world premiere that all media agencies and the biggest sales houses get together to collaborate on a common project. We, R12 & UMA, indeed felt that it was core to re-launch the communication between the media agencies & the media sales house with the advertisers as we had the feeling that a gap was growing because of the lack of knowledge of each other’s work.”
––Thierry Van Zeebroeck, CEO – Var
“We are happy to participate in this initiative that aims at a better mutual understanding of the actors in the market as well as better collaboration. This will allow a new light to be shed on the value of each other’s work and that of the media agencies“
–– Denis Masquelier, Sales Houses Operations Director – IP Belgium
“In long term relationships it is important to have a continuous mutual understanding of your partners. In this way, this initiative is more than symbolic. It is key for the sustainability of our media business. That’s the reason why we stand behind it.”
–– Ben Jansen, Commercial Director TV – Vmm
It is of major importance for Media, Media sales houses and Media agencies managers to make sure that their respective business and processes are being correctly understood by their partners so as to make sure that our market place operates with efficiency to the benefit of our clients. Through the “MEDIA” program we expect to help (re)create or enhance the best conditions under which all partners can handle their business in respecting both their objectives and the overall benefit of advertisers”.
–– Thierry Tacheny, Chief Executive Officer – SBS Belgium
“For me, the value of this initiative lies in working towards a better mutual understanding between media sales houses and agencies and improving our working environment. In the past it has been felt that there have been some criticisms based on assumptions and misunderstandings, and for the first time over 500 people from sales houses and agencies had the opportunity to sit together in the same room, at the same time, to listen to the same messages. We can better understand why media agencies need to negotiate with their clients, and from our side we can explain why we believe building good relationships with advertisers is key. My wish is that as a result of the M.E.D.I.A. initiative we will find a way to better understand each other, work with each other more closely and build stronger partnerships.”
–– Ann De Bisschop, Sales Director – Q Group
We have also interviewed Hugues Rey, Chief Executive Officer – Havas Media Belgium who is the coordinator for all media agencies involved in this project:
"The media sector faced a dramatic evolution in the last 5 years. This evolution will probably become faster and faster in the coming years. Digitalization, new business models, content marketing are questions to be answered. Therefore, a collaborative approach of the companies directly involved in these processes is crucial. Better understanding of each other’s roles, promotion of the sector, attracting talents is the path we decide to follow together. In the long run, we are convinced that this approach will prove our added value to our clients: the advertisers."
–– Hugues Rey, Chief Executive Officer – Havas Media Belgium
Background information
Please click on the links below to download the press release.
Press release – ENGLISH: http://www.egta.com/egta_bites/egta_bite_01/press_release_eng.pdf
Press release – FRENCH: http://www.egta.com/egta_bites/egta_bite_01/press_release_fr.pdf
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
15 February 2013 Target: Radio
Harnessing the power of social media for radio!
A highly successful strategy developed by Sky Plus
As the market for social media is now better understood by clients and media buyers, the nature of the new relationships between broadcast and social media are starting to look a little clearer. Social media are best viewed not as competitors for advertising Euros, but rather as highly efficient marketing and sales platforms that can help radio stations engage and enlarge their audiences, communicate brand messages in support of on-air campaigns and activate competitions and other promotional activities. In short, they allow radio a way of extending their reach beyond audio if stations keep them alive with regular, interesting content. In this egtabite, we want to look at a few concrete examples of social media use, and show some different ideas that can be put into practice.
Case study Sky Plus Estonia – remarkably high interaction
One broadcaster that has been incredibly successful in developing its social media strategy is the Estonian station Sky Plus. What stood out for us was the exceptionally large number of interactions Sky Plus has with its audience in a market that has relatively low penetration of Facebook users in comparison to markets such as France, Sweden, the UK or Belgium.
With a weekly audience of some 280,000 listeners (TNS Emor, Sept-Nov 2012), the station has over a third of listeners connected on Facebook. The station knows much more about the people interacting with them on social media than it does about their on-air listeners. They can therefore segment this audience to talk to different groups at particular times, for instance around Valentine’s Day.
Just three of the many ways radio stations can think about using Facebook
1/ As a marketing and communication platform
» Building audience loyalty through extra content » Maintaining engagement by launching campaigns » Promoting on-air and other activities » Connecting with a wider audience through listeners’ networks of friends
2/ For audience feedback and research
» Conducting music polls » Understanding what the audience is interested in
3/ Sales, promotions and revenue extension
» Co-branding and supporting advertisers' on-air campaigns through: a/ Clearly defined promotions b/ Subtle integration or ‘product placement’ of brands » Extension of other sales activities
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Social media is a planned, strategic element of the station’s management and marketing team that requires ongoing guidance and control. As it takes the responsibilities of the hosts beyond the microphone, on-air personalities have to find the right balance between the spontaneous, natural communication that works so well on Facebook, Twitter and other networks and ensuring that messages are in line with the station’s core brand position. The tragic case involving 2DayFM in Australia shows how powerful both the actions of DJs and the reaction of audiences can be in today’s highly connected world. Read more about this case here.
Crucially, social media should not be seen as a pure commercial opportunity, which is important for protecting the station’s brand and the trust of its listeners. Ultimately, incrementally adding to the audience will translate into higher revenues as the audience grows.
Radio using social media around the world
egta looked at a few of the world’s most successful radio brands to see how they were innovating through the use of social media, and we thought we’d share a few executions with you.
Click on the image to see just a few examples from NRJ, Z100, 538, Capital FM and 538.
What they said
We asked Sky Plus for their comment on how they use Facebook to enhance the relationship with their listeners:
“We try to communicate with listeners, not to listeners. Facebook is a really effective tool for the morning hosts - pictures from the studio are always great, and fans can see these posts first in the morning, because there is nothing fresh at this time in Facebook. We provide some entertaining content such as photo contests and voting via Facebook, which brings a lot of new fans and share.”
––Priit Vare, Program Director – SKY MEDIA
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
1 March 2013 Target: Radio
BATTLE RADIO FACTORY
Getting creatives to fight it out for radio advertising: BATTLE RADIO FACTORY
The number of marketing messages that reach consumers is increasing in frequency, and the proliferation of communication platforms available to advertisers inevitably adds to an already noisy environment. To cut through the clutter and deliver real results, the importance of high quality in advertising creativity remains paramount. This is especially the case for radio, a medium that relies only on sound to engage and move its audience.
Several initiatives around Europe have helped raise radio’s profile in the eyes of professionals working in the creative advertising industry, including the inclusion of the medium at the Cannes Lions Festival and numerous other awards and galas held each year.
A new initiative from France caught our eye as a particularly interesting way to engage radio’s creative partners: The BATTLE RADIO FACTORY is the first inter-agency competition for the creation of radio advertising in France. The initiative takes as its starting point the following manifesto (as freely translated from the original French):
» Because radio must again become a place of freedom and creativity » Because the voice-over tends to leave us speech-less » Because too often the only funny thing about comic shows is their name » Because promotional spots are rarely good promotion for radio » Because even low prices should be able to aspire to the Grand Prix » Because the legal mentions should not prevent praiseworthiness » Because no, thirty seconds is not the time it takes to conceive a spot
At the initiative of François Barbe, founder of the agency MEN AT WORK, and Le Bureau de la Radio, all of the advertising agencies in the country are invited to submit written campaign proposals in response to a common brief. This brief, which will be revealed on 1 April, imposes certain restrictions to put everybody on an equal footing, as well as making the process more difficult and more fun. The entries will be judged by a panel presided over by Pascal Grégoire (La Chose).
The winning agency will have their submission produced and broadcast on the 12 member radio stations of La Bureau de la Radio, including the message “This spot was conceived by the agency …”.
Timeline:
» 1 February: Opening date for entries » 15 March (midnight): Deadline for entries » 1 April: The brief is revealed – the opening of the battle » 15 April (midnight): Deadline for receiving texts from creative agencies » 16 April: Opening of production planning » 22 April – 24 May: Production of creative works
Adjudication: » Early June: Prize-giving evening
Entry fee per agency: €400 before V.A.T.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Using radio to promote radio: a recent campaign in France
Earlier in the year, Le Bureau de la Radio, which brings together the four large national groups of RTL, NRJ, Lagardère and NextRadioTV, launched a campaign of radio spots to promote the medium.
Eight spots were broadcast daily on the stations of Le Bureau, playing on the theme “la radio, on vit tellement avec…”, reinforcing the message that radio is such an important part of the lives of millions of listeners every day. The spots were conceived by Brand Side Story and produced by Spot Machine and Lagardère Publicité. You can listen to the spots by clicking on the link to the right.
Le Bureau commented that through this campaign they hope to “speak directly, via their transmitters, to advertisers and promote radio by highlighting the various strong points of the medium”.
What they said
François Barbe, founder of the agency MEN AT WORK and the mastermind behind the BATTLE told us a little bit more about why he thinks this project is so important for radio.
Why did you create this battle?
I've always loved radio advertising and I would love for it to retake the place it occupied a few years ago in terms of the strength of its creative proposition. It must once again become a place of freedom and creativity. This is a genuine activist’s effort.
Let’s challenge ourselves and again have fun with this medium!
Radio advertising must once more become ambitious. We must challenge the ideas at the heart of the medium.
What are the problems facing radio advertising today?
A dozen or so years ago, French radio advertising had a different flavour. It was in the hands of people with creative writing skills, people who loved words. Gradually, certain constraints, such as legal mentions, came to restrict the creative environment. Purely promotional messages have since become dominant. We don’t entertain anymore, we even irritate the listener.
However, commercial efficiency is not only synonymous with pure promotional communication. Text and the soundscape must certainly be tailored so as to create traffic, but they can also be used to develop and enhance the image and reputation of the brand. We know that the listener is overexposed to advertising, has become demanding and likes advertising when it is done well.
We have everything to gain by putting the idea central to the creation of radio advertising.
This is why the BATTLE FACTORY RADIO seems to make perfect sense to me, now more than ever.
Is it a lack of talented creatives, or is it timid advertisers that have led to radio advertising being perceived as lower status?
In any case, one thing is for sure, good creatives still exist! It is to them that the battle is pitched. I hope that this agency competition will prove how good they really are. In fact, I am sure that it will.
What do you expect of this Battle?
I hope that agencies and creatives will rediscover how fun radio really is, just like those who will listen to the various campaigns created. I hope this battle proves to the different actors (agencies, advertisers etc.) that commercial efficiency can also rhyme with creativity and that we have everything to gain by setting our creative targets higher.
Let's have fun, create, astonish!
Spots
Please click on the ling to listen to the campaign spots: http://www.egta.com/egta_bites/egta_bites_05/spots.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
15 March 2013 Target: Radio
Ultraspot from IP Radio: the listener decides!
The return of a unique audience competition
IP Radio, the sales house representing Bel RTL, Radio Contact, Nostalgie and Fun Radio, which together command about half of the radio audience in the southern part of Belgium, has re-launched its unique Ultraspot campaign.
The initiative crowns the most creative spots on French- speaking radio and is aimed both to the listening public and to industry partners. The audience is offered the chance to vote for its favourite spots from a selection of the most creative examples each month at www.ultraspot.be, with a selection of prizes awarded each month including Samsung Galaxi mini 2 phones and X-mini capsule speakers. January’s winning spot was Chocolat by Deutsche Bank, whilst the shortlisted companies for February include Lidl, Club Med, shoe manufacturer Brantano, popular confectionary Chokotof, telecoms providers VOO and Numéricable, and National Lottery sports site SCOORE!
The relaunch of Ultraspot was supported with on-air promotional spots. You can hear these by clicking on the link on the right.
The Ultraspot of the year will be awarded in January 2014 from among the 12 monthly winners.
Ultraspot forms part of a series of activities from IP Radio that seek to support the level of radio advertising and to increase efficiency and outcomes for advertisers. The sales house has also developed its Creative Lab, which finds original and creative non-spot opportunities for brands to communicate to their consumers, and the extensive spot database at www.iloveradioadvertising.be. This archive resource contains tens of thousands of radio spots, both from Belgium and abroad, with sections dedicated to On Air, International, Vintage, Awards and Anthology spots.
Creative advertising around the world
egta has compiled a list of awards that showcase the best advertising creativity around the world. The compilation includes awards dedicated purely to radio advertising, either delivered by individual sales houses or on a market-wide basis, as well as international awards that include radio as one of the categories. We hope that you will find this a useful source of inspiration for your own initiatives to support radio advertising creativity.
Please click here to download the document.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
“The general public’s perception of advertising messages is fundamental. By giving the listener a chance to have a voice, we demonstrate the importance of creativity to radio campaign success. More than entertainment, creativity, emotions and originality are ways of making the advertising message and the brand it represents stand out. The creative people, as well as the advertisers indirectly, are thus stimulated to produce at an even higher level. Everyone wins – with effective advertising and programme quality ensured.”
–– François Lambert, Media Studio Manager - IP Belgium
Background information
Please click on the link to download the egta's report on creativity: http://www.egta.com/egta_bites/egta_bites_07/egta_creative_awards_report_final.pdf
Spots
Please click on the link to listen to the campaign spots: http://www.egta.com/egta_bites/egta_bites_07/spots.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
29 March 2013 Target: Radio
Radio à la carte with diy.fm
The concept
The new DIY.fm radio player won the 2012 "Prix Europa", the European Broadcasting Festival for the best European television, radio and online productions, in the ‘online innovation’ category.
The platform allows listeners to listen to their own, individually assembled radio programmes. Taking advantage of digital technology and with the evolving audio consumption habits in mind, tpc - a subsidiary of Swiss Radio and Television - developed a new tool that allows existing audio content to be assembled in a ‘do it yourself’ personalised online channel.
This new radio player allows listeners to create their own radio programme by combining linear and non-linear audio content from the Swiss public broadcaster’s (SRG) radio stations, as well as other streams and on-demand services from all over the world. For example, you could choose to play the non-stop music program from "Radio Swiss Pop", but have the player switch automatically to the newsflash of another broadcaster at every full hour. This free player works on any computer, tablet and/or smartphone, and will soon be available on IP radio.
Why does this matter for egta members?
Similarly to TV, web-driven ubiquity combined with the increasing penetration of tablets and smartphones drives the audio landscape evolution in terms of personalised, self-curated platforms. The success of Pandora and Spotify, in audience growth as well as their appearance on car dashboards - if not yet in terms of full profitability - requires radio to develop strategies for maintaining audience and market share. In order to stay ahead, broadcasters are responding by launching their own innovative personalised tools and platforms such as DIY.fm. By developing their own ‘smart radio station packages’ or ‘smart radio content combinations’, they can take full advantage of their main strengths - their diverse content and deep understanding of the radio business - by going beyond the limits of broadcast for those listeners who are looking for smart radio à la carte.
In terms of revenue opportunities, DIY.fm and other such innovations can either - in pure commercial sense - be developed to integrate audio advertising, or can be used to incrementally add listeners, which will in turn translate into higher revenues as the audience grows. In the case of the former, radio broadcasters can develop increasingly sophisticated advertising solutions, such as synchronising audio (spot) advertising with online visual (display) advertising and targeting at the geographical or user level.
On a more strategic industry level, radio innovations that adapt to evolving media consumption habits are a great opportunity to promote radio as a medium and to re-position it in the minds of major advertisers and media agencies, a message that certainly needs reinforcing.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
“A platform like DIY.fm offers several opportunities to make money from their service: display ads on the platform, channel switch ads (audio & display), connected ads (second screen possibilities), community targeted ads, transaction fees, download features, payment for additional services. This can form the basis of the business model. The goal for a traditional media sales house will be to attract revenues for the delivered content. As it is the new ecosystem, those with the crowd will make the money. As long as the media house doesn’t have its own platforms or cooperate with platforms, the monetising of their content will be fragmented, partially without benefit for the contributing media. That’s the reason why publisuisse as the sales house of the SRG very much supports in- house development of projects like DIY.fm.”
–– Reto Hufenus, Head of Business Development – publisuisse
“The idea was sparked by the first podcasts. We always wanted to make it a technical reality. The next step is to make DIY.fm available on web radios (IP radios). Then users will also be able to listen to the radio station they have created on their computer via internet radio and later also in cars.”
–– Dominik Born, diy.fm Project Manager – tpc
“… a new dimension, not only in radio, but also for the audience. Imagine being able to mix your own radio live - on one device. Choose your own programme from any existing radio station and have Swiss news injected at any time you like. This device exists already; it is called "Radio á la Carte" - a real innovation in the media landscape - Congratulations to D.I.Y. FM ...”
–– Quote from Prix Europa 2012 Jury report Prix Europa - the European Broadcasting Festival for the best European television, radio and online productions
Background information
Please click on the links below to access the relevant documents:
» Visit the official website: http://www.diy.fm/
» Press release: http://www.egta.com/egta_bites/egta_bites_09/dyi_press_release.pdf
» diy.fm on SRG SSR: http://www.srgssr.ch/en/multimedia/diyfm/
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
12 April 2013 Target: Radio
RMS Brand Day
For this week’s egta bite, we wanted to share with you an innovative initiative launched by RMS, one of our German members: the Brand Day concept.
The concept
Brand Days places the spotlight on a brand or product throughout a day, using a variety of creative integrations and ensuring full transfer of the listener’s trust in their station to the brand that is being promoted or celebrated.
Brands provide orientation to consumers in a complex world, and they must enter in a dialogue with consumers in order to inspire confidence and an image of reliability. Radio is the perfect medium to communicate credible brand promises to consumers thanks to the special link that radio has with its listeners. Through the Brand Day initiative, RMS provides advertisers with an exclusive framework within which to achieve optimal attention.
Regardless of whether it is a product launch, an anniversary or a short-term offer, the RMS brand day offers a unique communication firework display for the client to make sure it attracts maximum attention. To achieve this, the sales house uses the perfect mix of Emotion, Information and Interaction. Everything is possible, from sponsored editorial features and prize draw competitions to special spots or online integration and web radio. Whether it is national, regional or focused on particular cities, RMS is developing tailor-made concepts together with its partner stations throughout Germany.
Vilsa: RMS Brand Day in action
The water brand Vilsa tried this new formula to celebrate their 100th anniversary together with regional radio station ffn. The strategy consisted of sponsoring the morning show, the traffic and weather forecasts, as well as a congratulation-spot, an infomercial and a prize draw competition. They reached over 12.5 million
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
contacts in their target group (20 – 49 year olds) over one day, and RMS was shortlisted as “best media idea for radio” at the Deutsche Mediapreis (German Media award).
Why does this matter for egta members?
The RMS Brand Day initiative is a great example of how radio can use some of its core strengths – great audience reach, strong radio brand loyalty and format flexibility – to deliver meaningful and innovative advertising solutions to advertisers.
What they said
"Brands offer orientation in a complex world of commerce. Consumer‘s trust in brands develops from reliable product communication. Due to its listener loyalty, Radio is the best channel to carry brand promise in a highly credible way. The RMS Brand Day provides through various exclusive measures such as raffles, promotions and ad specials the basis for a maximum of attention. The mineral water brand VILSA staged its 100th anniversary with the VILSA Brand Day and achieved outstanding success: 12.5 millions of contacts in the target audience of 20 to 49 year old users."
–– Florian Ruckert, CEO – RMS
Background information
Please click on the links below to access the relevant documents:
RMS Brand Day: Vilsa - a case study: http://www.egta.com/egta_bites/egta_bites_11/rms_brand_day_vilsa.pdf
Spots
Please click on the link to listen to the campaign spots (Vilsa case study): http://www.egta.com/egta_bites/egta_bites_11/spots.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
19 April 2013 Target: Radio
Radio creativity
This week’s egta bite is inspired by our recent workshop, kindly hosted by Var, that focused on creativity in radio advertising. Since we heard many inspiring and great ideas that all underlined the importance of creativity for radio advertisement, we decided to share five of them with you and hopefully spark your own creative concepts.
RAB free app #LoveRadioAds
The Radio Advertising Bureau (RAB) supports radio advertising creativity by developing an app that enables listeners to search, browse and listen to various radio ads (searched by keyword, decade, agency, brand, award and category). The aim is to share the love of radio with advertisers and the public and to help agencies to use the medium more effectively and creatively. The app was created in response to demand from media and creative agencies to provide examples of creativity in radio advertising and to demonstrate radio's effectiveness. By putting a vast range of radio ads directly into people's hands it does just that.
RMS Austria Texterworkshop
To increase awareness around radio advertising and consequentially the quality of radio ads, RMS created a workshop for young potential copywriters. Twenty participants come together with experienced tutors and a client that has not done radio commercials before. It involves the conception, development and writing of commercials together with a customer briefing, and production of ads in sound studio. Clients may then choose from the spots and consequently it creates real economic value for RMS running to thousands of Euros. But the revenue isn’t the only positive outcome, as spots produced within this workshop have gained great recognition at the sales house’s Ramses Awards.
Professional accreditation for creative radio advertising
Another great project to support creativity within radio is uCreate, a partnership between UTV Media and Riviera Media Group in the UK. This offers a unique hands-on opportunity for students to write and produce radio commercials using actual real world briefs from major brands. This initiative works in cooperation with a radio station approaching a client that provides advertising briefs, students then work under coaching to deliver a final spot. The best work is then broadcasted. For both client and radio group there is a benefit in raising brand awareness and media exposure as well as showing a community engagement and increasing air time sales. In UK there are over 800 schools participating in this project, which forms part of a wider programme of education, qualifications and professional accreditation.
RMS Germany - RMS Kreation
RMS, as the leading German audio marketer, aimed to lift the creative quality of audio advertising and wanted to prove that audio advertising can effectively support more than just short-term sales targets. Therefore they decided to launch RMS Kreation, which offers a full set of services from analysis to production of spots. The sales
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house analyses spots in terms of impact and appeal, brand fit, brand impact, product benefit and creative details, optimise it to produce a new version or create a spot completely from scratch. The work has been proven to improve the branding and impact of spots. All this helps RMS gain new business and clients by increasing the value of radio.
Goldbach Media Marketingrappen
In order to expand the position of radio as a medium on the Swiss media market, Goldbach Media came up with an idea for joint promotion for radio - Marketingrappen (Marketing cent). It’s a joint venture of 35 Swiss radio stations and Goldbach Media, whereby each station pays 2 cents per paid national second and Goldbach then doubles the amount. This allows financing of promotional spots, a radio spot database, an award for the best spots and a campaign called Radio-the better choice! in print. As a result, radio is being talked about again.
Why does this matter for egta members?
The initiatives showcased throughout the day clearly demonstrate that focusing on creativity within radio advertising can both positively affect the image of the medium in the eyes of advertisers and agencies as well as generate significant additional revenues. The benefits for sales houses can be stronger relationships with their clients and a more attractive bottom line. egta looks forward to seeing what great initiatives you are doing in your own market!
What they said
“The creatives, if they’re being briefed on radio, can go and look and see what their brand’s competitors are doing or what the brands themselves have done in their past, because very often even the brand managers don’t know what has happened on radio three or four years ago. So here it’s put into one place.”
–– Dennis Sundberg, Marketing director – Sibylla
“Our goal is to increase the awareness for radio, that radio can be as sexy and as much fun as TV or online. This is a problem we are facing quite often, that young people want to go to South Africa and shoot a video with Gisele Bündchen - nobody actually does that, but they are all dreaming of it and radio is boring, it’s like grandmother in media. And we want to tell them in this workshop that radio can be a lot of fun”
–– Viktoria Kaspar, RMS Austria
“UTV are heavily marketing this. Why? Because it’s naturally an incredibly great win-win business model. We found that in several cases: for example the supermarket ASDA, who got involved and have created loads of adverts, have now bought a stack more airtime, it has gone up 25% purely from working with this project"
–– Peter Stone, Riviera Media Group
“RMS Kreation strongly helps us to gain new business; in 2012 36 spot campaigns were produced with our partner pool. We have rising cases of spot optimisation and spot production as well. Different customers have asked us to make radio spots for them, and with all these business partners together we made a media value of 6 million Euros gross in 2012. For us it’s really a success story."
–– Tanja Hagen, RMS Germany
“As we only started last year, there is not yet a big revenue share, but we are working on it. The first success - radio is being talked about again, media-related magazines have written about it. They have even complimented us, saying that at least we are doing something, in comparison to other media."
–– Jessica Wonneberger, Goldbach Media
Background information
Please click on the links below to download presentations from the egta Radio Creativity Day:
» RAB UK - UK Radio: The Creative Challenge: http://www.egta.com/egta_bites/egta_bites_13/RAB.pdf » RMS Austria- Texterworkshop: http://www.egta.com/egta_bites/egta_bites_13/RAB.pdf » RMG - uCreate & Creative Radio Advertising exams: http://www.egta.com/egta_bites/egta_bites_13/Rivieria%20Media.pdf » RMS Germany - RMS Kreation: http://www.egta.com/egta_bites/egta_bites_13/RMS.pdf » Goldbach Media – Marketingrappen: http://www.egta.com/egta_bites/egta_bites_13/Goldbach.pdf
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
#LoveRadioAds live
Please click on the link to watch how the app works in practice: http://www.egta.com/egta_bites/egta_bites_13/spots.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
15 May 2013 Target: Radio
Regional targeted radio campaign by AS&S Radio for Reckitt Benckiser’s Dobendan Strepsils provides flu relief in Germany
The concept
A radio campaign for Reckitt Benckiser made full use of radio’s flexibility as an advertising platform to target a campaign for the flu and sore throat remedy Dobendan Strepsils. By using this strategy at the beginning of the flu season, the Dobendan brand significantly expanded its market position, as demonstrated by AS&S Radio’s analysis.
The promotional campaign for Dobendan Strepsils Dolo and Direct products was launched in early November last year, at the time when people increasingly suffer from flu. It initially started on television and was followed four weeks later with radio spots.
As the flu does not emerge with the same strength across the whole of Germany at once, Reckitt Benckiser used AS&S regional targeting, the sales house’s option to broadcast a campaign per region, and with the help of AS&S Radio’s media experts was able to plan its campaign using the flu index of the Robert Koch Institute as a reference.
By using this data, Dobendan was promoted only in locations where consumers were likely to have a significant interest in the product. This explains why the radio campaign for Dobendan Strepsils Dolo was not aired during the 49th week in Bremen, Rhineland- Palatinate and Saarland, before being extended to these states in the 52nd week.
The effective and optimised use of radio advertising helped Dobendan significantly improve its market position against its competitors, as the seasonal demand for cold and pain medications increases significantly with the onset of flu each year. The average market share in terms of turnover was about 2.5 percentage points higher during the radio campaign than for weeks without radio use.
The final week of the year was particularly successful for Dobendan. Not least thanks to the radio campaign, the brand’s market share increased by more than four percentage points.
Why this matters for egta members
This campaign, carried out for an advertiser that is not a heavy radio advertiser in most markets, again clearly demonstrates the impact of radio as well as its flexibility in campaign targeting. Combining data sets with sales house expertise offers a great opportunity for brands to maximise the efficiency of their campaigns by using radio both as a standalone medium and/or as a key part of the media mix.
With thanks to ARD-Werbung SALES & SERVICES GmbH for providing details of this case
What they said
We asked Reckitt Benckiser for their comments on this initiative:
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
“Radio has given proof of its capacity as a medium to impact sales.” (Original quote in German: “Das Medium Radio hat seine Abverkaufsstärke unter Beweis gestellt.”)”
–– Thorsten Müller, Media & Communications Manager Central Europe – Reckitt Benckiser
Background information
Click here for information on AS&S Splitting and Targeting.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
3 May 2013 Target: Radio
The 7 secrets of creative radio advertising
The concept
Creativity in radio advertising matters! The evidence suggests that good creativity leads to better efficiency and satisfied clients, so we are delighted to highlight the work of Qgroup (Belgium) and Q-music (Netherlands) in support of radio advertising creativity, with a special focus on a book launch and workshop for the Belgian market.
April 19 2013 saw not one but two events in Brussels that focused on radio advertising creativity. This egta bite looks at an event organised by Qgroup, the sales house of the Belgian commercial stations Q-music and JOE FM, to launch a new book by Tony Hertz, the renowned radio copywriter and former Creative Director at McCann Erickson, Tokyo, Brussels and Birmingham: The 7 secrets of creative radio advertising.
The relationship dates back to 2010, when representatives from Q-music Netherlands saw Hertz present at an egta event in Amsterdam. Since then, he has carried out almost 50 workshops and seminars for the sales house. This lead to a partnership to complete a book that was already in development, culminating in the launch of a Dutch translation in late 2012 and a sales-house branded English version at the event held by Qgroup at their studios just outside Brussels on 19 April.
The workshop brought together some 70 participants from advertisers, agencies and production houses, and the companies represented included BBDO, KBC, Mondelez, TBWA, Neckermann, Space, OMD and Havas Media. Prior to Hertz’s presentation, Qgroup gave the creative agencies a tour and presentation of their AIR research study; this group is particularly hard to reach and rarely attends sessions hosted by sales houses, making it a particularly valuable opportunity.
Hertz started by looking at some of the creative issues that form a barrier to radio advertising: poor levels of creative quality can lead to advertisers and agencies being unsatisfied by their radio spots, and the copy that is produced today has failed to evolve in sophistication alongside other media such as TV, digital and out-of-home. This is evident in the low numbers of radio campaigns that are entered at the Cannes Lions relative to other media. Less than 9% of entries last year were for radio, compared to nearly 30% for print. Even in Belgium, which had a good level of entries, 80% of the radio campaigns came from just three agencies.
So why does radio lag behind? Hertz identifies three main reasons:
» Marketing communications are +/- 100% visual » Creatives are not taught the skills needed for good radio copywriting » A lack of obsession and passion for the medium
In his book, Hertz explains seven secrets that will help clients and copywriters better understand how radio advertising works and how they can get fantastic results by using radio. Using clear examples and illustrations, he draws on 40 years’ experience in creative advertising to peel back some of the perceived mysteries of radio, demonstrating that with the right focus and mindset, radio advertising is truly inspiring and effective. To support the content, Hertz includes links to “25 of the best radio spots you’ve ever heard” on a dedicated website.
Qgroup plans to continue to carry out workshops of this type with top creative agencies in the future.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com | Page 1 Why this matters for egta members?
Whilst radio is not the easiest medium to get right, good creative work can have a major positive impact on the effectiveness of radio advertising. Initiatives that support and raise the level of creativity and that engage advertisers and agencies have been shown over and again to lead to satisfied clients and additional revenues. Q-music in the Netherlands and Qgroup in Belgium have shown their commitment to developing better radio creativity, both through their input to Hertz’s book and through their AIR XL research platform, and these form an important part of the work many egta radio members are carrying out in this field. egta members can purchase copies of Hertz’s book (at a considerable discount from Hertz directly) and produce their own branded slip covers as an inspiring gift for their clients, and seminars of the type described above are a great way to engage creatives in radio advertising. Furthermore, as we have seen at egta’s own Radio Creativity Day, there are also great opportunities to coach young creatives, to get advertisers working with children in schools and to bring professional standards and greater recognition to the industry.
For further information on pricing and other options, please contact Tony Hertz directly or Matthew Carver at egta.
What they said …
We asked Qgroup for their comments on this initiative:
“The fact that the book is here today is mainly thanks to Q-music NL, who organised almost 50 creative seminars with Tony for their clients over the last 2 years. The book that followed these seminars in the Netherlands was a great opportunity for us as well to get our Belgian radio market sparked up again about radio creativity. Good radio ads are fun radio for the listener, and that’s our goal with our stations as well. In our on AIR XL research, we found that the very guidelines Tony gives for
creative radio are working in terms of likeability. We didn’t hesitate one second to invite Tony over when he was in Europe to personally launch his book for our clients.”
–– Jo Snoeckx, Market & Research Manager – Qgroup
Background info
Please click on the links below to access the relevant documents:
» The 7 Secrets of Creative Radio Advertising - promotional flyer (please click here: http://www.egta.com/egta_bites/egta_bites_17/7_secrets_flyer.pdf)
Video
Tony Hertz speaking at the Qgroup event in Brussels on 19 April 2013 (Please click here to watch the video: http://www.egta.com/egta_bites/egta_bites_17/spots.html)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com | Page 2 14 June 2013 Target: Radio
Flood Emergency Radio
The Concept
In this week's egtabite we bring you an example of radio being once again a medium able to react and adjust quickly to unusual circumstances. In light of the recent shutting down of the Greek public broadcaster ERT by the country's government, this case from Hungary highlights the remarkable public service value that media can deliver in times of crisis.
As floods hit central Europe earlier this month, both residents and those involved in the protection and rescue operations faced a tough challenge to take nationwide defensive measures. To support these efforts, egta’s Hungarian member Media Support and Asset Management Fund (MTVA) together with National Media and Info Communications Authority (NMHH) launched a special Flood Emergency Radio, Árvízvédelmi Rádió.
The station started its transmission on nationwide frequencies on 9 June 2013 at 8 am, supplying the public with non-stop news, reports and up-to-date information regarding the protective measures taken against the flooding of the river Danube. It will broadcast for 30 days, 24 hours a day, using frequencies that were formerly licensed to the commercial radio Neo FM. The temporary station will provide up-to-date and authentic information, with content delivered across other media as well.
This is part of a nationwide effort, involving volunteers, emergency and military services, the most important goal of which is to ensure that the emergency situation declared by the government does not turn into a tragic catastrophe. Delivering accurate and timely information to those at risk is a key part of this effort.
Why does this matter to egta members?
The rapid introduction of this new national FM radio station by MTVA and NMHH is a timely reminder of some of radio’s core strengths:
» It is highly relevant to listeners and reaches almost the whole population daily » It is flexible and responsive » It is at the heart of communities, delivering accurate information in times of need and entertainment all year round
Whilst the situation in Hungary is unusual and unexpected, this initiative demonstrates that radio is the perfect real-time medium. Plus the growing phenomenon of event radios to support music festivals, artist tours and brand campaigns on broadcast and online platforms offers radios and their sales houses a chance to increase their relevance to listeners and bring in incremental advertising revenues.
Background information
Please click on the links below to access the relevant documents:
» Flood emergency Radio frequencies (please click here: http://www.egta.com/egta_bites/egta_bites_19/background.html)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Radio transmission
Please click here to stream the radio: http://videotar.mtv.hu/Live.aspx
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
28 June 2013 Target: Radio
A radio spot becomes a global phenomenon
The concept
In this week’s egta bite we take a look at how taking a great idea and using it as part of a multi-platform campaign with radio at its heart has generated huge awareness and a real impact.
As you might have heard, this year’s winner of the Radio Grand Prix in the Cannes Lions was the campaign Dumb Ways to Die. The campaign was devised by advertising agency McCANN Melbourne and originally aired as a radio spot for Metro Trains in Australia as a way to reduce risky behaviour around trains. The heart of the campaign is a simple message conveyed through a song, which was cut into shorter segments for the spots. It appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr. The campaign was turned into a video on YouTube, which has now been viewed over 51 million times. The song is available to buy and has also been played – in full and for free – by radio stations. As for the real impact the suicide-prevention push is credited with a 21% drop in the rate of jumpers.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
The philosophy behind the campaign was simple: being aware that people in general do not care much about safety messages, the creative team decided to create radio content – a song that appeals to the audience – instead of a traditional radio spot. Audiences not only willingly listen to it, but also pay to own it on iTunes. And it doesn't stop there: in May 2013, Metro released a Dumb Ways to Die game as an app for iPhone, iPod touch and iPad devices. Within the app, players can also pledge to "not do dumb stuff around trains". Aside from Cannes, Dumb Ways has enjoyed phenomenal success and recognition, picking up top prizes in Australia's Siren Awards and New York Festivals International Advertising Awards.
What made this ad so popular? It takes an idea that is the opposite of a traditional safety message and combines it with a catchy song that is unlike most advertising and has easily remembered lyrics, and it blends innocence, playfulness and vocal integrity. The simplistic and rather child-like animation in contrast with the extreme situation was yet another key element.
The European radio successes at Cannes
Aside from strong representation from South Africa, Australia, New Zealand and the USA, there was some success for European campaigns. The UK had a good year, picking up a total of 10 lions with campaigns for Dove (Unilever), Philips, Volkswagen, Weetabix and WWF, an excellent result for a market that has made a renewed effort with regards to radio advertising creativity.
The Belgian public classical radio station Klara picked up a Bronze Lion for the campaign Opposites, which promoted its programme of religious music at Easter to an increasingly secular audience. This matched the achievement of its sister station Radio 1 last year. There were also Lions for Spanish and Irish campaigns.
Why does this matter to egta members?
The Dumb Ways campaign, whilst by no means restricted to radio, demonstrates that by taking a new approach to advertising, a great idea can be used across both audio and audiovisual platforms, as well as on social media and other touchpoints. This approach clearly will not work for every advertiser or every campaign, but it is a fantastic case of confidence being placed in radio as an engaging and effective medium.
This campaign, alongside other innovative entries at this year's festival, offers advertisers clear evidence that when time, intelligence and craft are applied to radio advertising, it can serve as a highly attractive and effective way to connect with audiences.
What they said
John Mescall from McCann commented on this initiative:
"We knew that people didn't want to hear our message at all. It's rail safety. Not only do young people not care about safety messages, but we know that they actively tune out these kinds of messages. So our idea was to embed our rail safety message into a song: a piece of content so desirable, that our audience would not only willingly listen to it, but if we put it on iTunes, maybe actually pay money to own it. I guess the inspiration was to make a radio ad that was nothing like a radio ad, but a lot more like the content on either side of the ads: the music. We tried to make a radio ad that was nothing like a traditional radio ad. It's a song first and foremost with a subtle but unmistakable message embedded into it. The fact that a lot of radio stations around the world have chosen to play the 3 minute version of our ad for free, as part of their music programming, tells us that we may well have pulled it off."
–– John Mescall, Executive Creative Director McCANN Australia
Background information
Please click on the links below to access the relevant documents:
» Radio Lions Winners (click here)
» Klara Opposites (click here)
» Dumb Ways to Die webpage (click here)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Spot
YouTube video (click here)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
13 September 2013 Target: Radio
Lagardère’s second-screen companion app for radio
The concept As media-multitasking – the use of multiple devices at the same time – becomes increasingly common, Lagardère has become the first publisher to create a true second- screen companion app for radio. The smartphone and tablet app Europe 1 Check, developed for Lagardère’s flagship French radio station, enhances the listening experience and delivers exclusive offers and content synchronised in real-time to listeners. The unique responsiveness to live content and over-the-top advertising capabilities differentiate this app from others available on the market. The app, launched in December, allows users to store content and access it at a later time, and it also receives and responds to content as it is being broadcast live on radio, synchronising the station’s advertising and editorial content with additional on-screen material. Radio, books and mobile devices On 11 March 2013, Lagardère and Europe 1 worked with publishing house editions Belfond to mark the release of Harlan Coben’s book Ne t ’éloigne pas (Stay Close). Radio listeners had the chance to browse the first chapter of the novel via the app and win a copy signed by the author (see this video for demonstration). This was, however, not a time-bound offer: listeners and mobile Internet users had the option to access the chapter in real-time or save it for later. The initiative, which helped Belfond attract and focus readers’ attention, was supported by a promotional campaign carried out on air from 8-10 March. The creation of a second-screen app for radio to enhance and prolong the user’s experience with the medium is part of Europe 1’s strategy of maintaining innovation within the digital field. For Lagardère, it is another chance to help their clients explore and profit from new avenues of communication. Why does this matter to egta members? Whilst interaction between the television set and mobile/tablet second screens has become relatively common, Europe 1 Check is the first step taken by a radio broadcaster to develop a second-screen app for radio that delivers a compelling advertising proposition. Increasing the radio-listeners’ interaction with brands and content being broadcast on the radio is clearly a success: Within a month of its release, there had been over 600,000 downloads of the app [AT January 2013, only iOS], which represents roughly 20% of the station's daily weekday audience, and the first podcast had over 6.5 million downloads
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
[Médiamétrie eStat]. The development of second-screen and companion apps for radio offers publishers and sales houses the opportunity to diversify and add incremental revenues, increase brand visibility and clearly demonstrate to forward-thinking clients that radio is an innovative and dynamic advertising medium that delivers exciting commercial communication opportunities on top of a huge broadcast audience. Such developments will further reinforce radio’s versatility in an increasingly digitised world.
What they said
"This innovation helps to focus listeners' attention on brands and keep them involved. It offers advertisers the option of coordinating new, enhanced experiences by supplementing the marketing levers used on radio through interactive content available in real time on a smartphone or tablet. We are delighted to have taken this new and exclusive step via the Europe 1 brand, which remains a driver of modernity and innovation.”
–– Yannick Lacombe, Deputy Managing Director, Marketing and Strategy at Lagardère Publicité
Video
Please click on this link to view the video: http://www.egta.com/egta_bites/egta_bites_25_13092013/video.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
27 September 2013 Target: Radio
Snapshots: a new behavioural planning tool for Radio
This week’s egtabite brings you an exciting new idea worth sharing from the Radio Advertising Bureau (RAB) in the UK: Snapshots, an online behavioural planning tool to help demonstrate the reach and success of radio campaigns.
The concept
As the RAB’s Planning Director, Mark Barber, explained to egta, “our aim with Snapshots was to accelerate understanding amongst advertisers and their agencies about radio’s unique ability to reach people effectively while they are engaged in other tasks, and why that is important for brands in terms of advertising effectiveness.” Snapshots achieves this by presenting data from the IPA’s TouchPoints survey - which measures people’s daily activities and how their media usage fits into these patterns, alongside findings from RadioGAUGE - the RAB’s ongoing radio advertising effectiveness study.
Based on data gathered on the different activities carried out during the course of the day and analysis of the different media that accompany these activities, Snapshots gives advertisers information that can help them target ads based on the behaviour of listeners. Relevant information can be downloaded and incorporated into sales presentations.
How it works
Snapshots presents a carefully researched profile for 14 different categories of activities that people carry out in daily life, such as childcare, commuting, sports & exercise.
The data collected gives each of these activities a specific profile and is compiled in easy-to-understand graphs. Snapshots must be experienced rather than described, so we have included a sample page (profiling the activity ‘commuting’) with a short explanation of the graphs used:
» A graph depicting the distribution of different kinds of media – TV, radio, newspaper, magazine and Internet.
» A graph depicting audience reach for each of the above media during that particular activity.
» A timeline that allows you to compare the audience reach of each media at different points of the day.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
In addition to these statistics, the profile for each activity shows how radio advertising performed for different product categories, and Snapshots contains case-studies of highly effective campaigns. It must be kept in mind, however, that only campaigns carried out in the UK are included.
Snapshots can be accessed at: http://www.uksnapshots.com
Why does this matter to egta members?
Recent research has demonstrated the importance of behavioural data in planning campaigns. The Snapshots website has gathered large amounts of data and analysed it to represent when and how radio is most effective. This helps advertisers, agencies and sales houses capitalise on the research findings and target their ads to specific behaviours.
The website shows you at a glance not only which activities are most associated with radio use, but also which product sectors most successfully target each activity and when radio reach is highest for that activity. This, of course, is a great tool for sales houses as it empowers the client when planning a campaign by providing them with good case studies and relevant research that is focussed on audio and effectiveness data.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
"We want to highlight this opportunity to help planners capitalise on relevant activities for their clients and demonstrate how other advertisers have exploited these opportunities."
–– Simon Redican, Managing Director – RAB
"Our aim with Snapshots was to accelerate understanding amongst advertisers and their agencies about radio’s unique ability to reach people effectively while they are engaged in other tasks, and why that is important for brands in terms of advertising effectiveness. To embrace the widest possible engagement with the radio data, we took the decision to provide comparable audience information about all media – but supplemented with compelling radio case studies and effectiveness facts. With over 1,200 unique visitors and 7,000 page views in the first month after launch, it’s clear that Snapshots has become a major destination for agency planners and radio sales teams to get immediate access to intelligence on how media can help connect with and influence consumers at relevant moments of the day."
–– Mark Barber, Planning Director – RAB
Background information
Please click on the links below to access the relevant documents:
» Snapshots case study for IPA (please click here)
» Snapshots website (please click here)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
11 October 2013 Target: Radio
RMS now exclusively represents Spotify on the German Market
The concept
Faced with the question of how to approach the relationship with new, emerging actors in online audio streaming, traditional radio broadcasters and their sales houses have essentially two clear options: to compete or to cooperate. Whilst there is clearly no single right answer to this question, the German sales house RMS has recently made a strong statement with the announcement of a landmark agreement that exemplifies the potential for cooperation: an exclusive deal to sell Spotify audio advertising on Europe’s biggest radio market.
Users of Spotify’s free service will receive audio advertising alongside synchronised banners, with the sales efforts supported by the expertise and knowledge of the RMS technical, marketing and sales teams.
The expanded web radio offer is highly attractive to advertisers, who will now have the ability to expand their reach greatly – with 9.8 million listeners per month – and gain access to a young, high-spending audience across Spotify, radio.de and over 450 streaming channels. Spotify offers a more lean-in experience, with greater user interaction, whilst radio.de and other streaming services provide the comfortable lean-back environment of music, entertainment and information that is more similar to broadcast radio.
As RMS CEO, Florian Ruckert, explains, “for the first time ever, advertisers are now able to place their audio ads not only in linear radio, but also right into the personal music collections of their consumers. This has never been possible before. It is one big step towards a convergent media use of audio offers – FM radio, internet radio and now also personal music-on-demand.”
We invite you to join us for egta’s Radio Marketing and Sales Meeting (28 November, Zurich), where Frank Nolte, Head of Digital Operations at RMS, will present this unique case of Europe’s largest radio sales house (by turnover) joining forces with the continent’s most successful audio streaming service – an event not to be missed.
Why does this matter to egta members?
Clearly, every market has its own dynamics and specificities, and such a deal cannot work for every sales house. However, this strategy is a bold response to the changing media landscape and demonstrable proof that synergies can be found between broadcast media sales houses and the rapidly expanding online audio actors.
As traditional radio companies increasingly look to develop their own on- demand audio platforms – and the technologies for targeting and trading online audio become more mature and sophisticated – the coming months and years are sure to present great opportunities for innovation and growth.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
"In adding SPOTIFY to our digital audio portfolio we achieve two major objectives: Tactically, with the very strong performance of SPOTIFY we expand the reach of our digital portfolio significantly to an outstanding competitive position. Strategically, it is an important milestone towards increasing the entire audio ad market: For the first time ever, advertisers are now able to place their audio ads not only in linear radio, but also right into the personal music collections of their consumers. This has never been possible before. It is one big step towards a convergent media use of audio offers – FM radio, internet radio and now also personal music-on-demand.”
–– Florian Ruckert, CEO, RMS
"The product we offer is a combination of in-stream audio ads with display ads on SPOTIFY in the German marketplace. By synchronizing the audio with the display ads, the audio ad becomes clickable and thus interactive. Additional targeting and frequency capping options will make this a very effective offer to advertisers.”
–– Frank Nolte, Head of Digital Operations, RMS
Background information
» RMS website: http://www.rms.de/
» Official press release: http://www.rms.de/fileadmin/Dokumente/Pressemitteilungen/2013_09_18_RMS_vermarktet_Spotify.pdf
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
25 October 2013 Target: Radio
Promoting the medium of radio and giving the spotlight to young media planners
Who are Bert Callens and Coraline Dethinne, you may ask? These are the two winners of the subject of this week’s egtabite, which features the addition of a new category to the 2013 Annual Masters of Media Awards (AMMA), an event that is designed to highlight professionalism in the Belgian media business and to encourage the market to further raise standards in the sector.
The High Potential Talent Award, supported by the sales house Var, both gave the spotlight to young media planners and placed the radio commercial at the heart of campaign planning. Whilst many national and international awards focus on creativity and big ideas, the role of the media planner – especially at junior levels – can be neglected. The High Potential Talent Award seeks to address this, as well as to place the focus on the individual rather than the media agency.
The concept
Participants from media agencies were split into five teams, each consisting of a junior planner and a media expert from separate agencies. A client – the international human rights organisation Avocats Sans Frontières (ASF) – presented the teams with their brief, and they were required to develop a dynamic media strategy with radio as a mandatory medium. The teams worked in separate rooms for five hours; they were granted Internet access but forbidden to contact their agencies by any means. By making radio a prerequisite medium, the teams were encouraged to think about radio advertising in a creative way and find innovative solutions for their campaign.
The jury of five, which was presided over by the well-known advertising executive Vanessa van Dongen and included Var’s Rudi Janssens, gave the prestigious award to Bert Callens of Mindshare and Coraline Dethinne of Initiative. The team delivered a plan that used radio to drive both traffic to ASF’s online platforms as well as to increase donations, alongside other paid, owned and earned media. Below-the-line media included beer glasses showing the campaign message, which linked the cost of familiar items to the potential benefits similar amounts would have for the people the charity works to help.
Future plans
The event organisers, E-Frame, are planning to roll out a wider version of the initiative – The International High Potential Radio Award. Based on the successful category at the Belgian AMMA Awards, the objective is to carry out contests in several countries with a second round for the winners of the national awards. The prize for the eventual winning pair will be access passes and accommodation for the Cannes Lions Advertising Festival in 2014, as well as the title of “High Potential” for one year.
Danny Nijs of E-Frame will present the 2013 and 2014 initiatives at the egta Radio Marketing & Sales meeting in Zurich on 28 November.
Why this matters to egta members
Whilst there are many opportunities for media agencies and those working on the creative side of advertising to be awarded and honoured, the chances for young media planners to be recognised for the value of their work remains limited. The High
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Potential Talent Award is a great example of advertisers, media agencies and radio sales houses working together to promote radio as an advertising medium and to award great professionalism in planners that are starting out on their careers. egta is committed to spreading the word about initiatives that help to raise the standards of advertising and promoting the value – and effectiveness – of radio advertising across Europe and beyond.
What they said
"The young participants had to work out a media plan, which had to include Radio. It's interesting to see how they use Radio strategically and tactically. Such an exercise can enable them to reach new insights."
–– Thierry van Zeebroeck, CEO – Var
"The team won thanks to their excellent analysis of the problem, the well thought through and argued strategic approach, their creative out-of-the box thinking, all of which resulted in an outstanding media recommendation."
–– Danny Nijs, Owner – E-Frame
Background information
» AMMA Awards website: http://www.amma-awards.be/2013/nl/index.cfm
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
8 November 2013 Target: TV & Radio
When an entire industry joins forces to promote advertising: Publicidad Si! , Made in España
The Concept
For the past month, Spanish audiences have witnessed the combined efforts of the whole advertising industry united behind the first initiative of its kind: “Publicidad Sí!” (“Yes to advertising!”). A total of 32 Spanish companies that represent the advertising industry have joined this platform, which also benefits from €1.7 million worth of advertising space that has been contributed by different sales houses (TV, online, outdoor and radio).
In a context of economic recession, “Publicidad Sí!” seeks to raise awareness about the advertising industry as a whole, especially its role as an economic booster; the industry currently employs 150,000 people and represents 2% of Spain's GDP – more than the whole agricultural sector. It also underlines advertising's value as a driving force within a properly functioning society, as it offers customers greater freedom of choice, assures competitiveness and supports quality content for media, as explained within the initiative’s “Ten Principles.”
How does it work?
Innocean Spain, the agency in charge of developing this campaign, created different TV and radio spots in which advertisers join forces for the common good. For instance, a well-known TV spot starts playing and is quickly interrupted by a spokesperson that works for another brand, who explains that advertising is so important for brands that the companies do not mind sharing their advertising space to promote a common cause. For example, Danone’s representative pops into a Kia spot saying “Hello, you have never seen me in this ad, but I have a lot to do with it, because advertising contributes to more than 20% in the development of trade. So much so that I have been invited by another brand to share my message in their ad. I work for Danone”.
This same idea of synergy between competitor brands was applied to the press, with ads showing Calvo tuna and Micolor soap together, whilst the radio and outdoor campaigns predominantly featured informative arguments, with claims such as “This ad gives you freedom, as advertising brings independence to media” or reminding the listener how many people have been working on one single spot, emphasising that advertising also creates jobs.
Why does this matter to egta members?
Joint initiatives of this kind, which unify the whole industry behind a strong message, demonstrate a great willingness to spread the message that advertising is necessary for a properly functioning economy as widely as possible. It not only creates jobs and enables the existence of independent and high-quality media, but by doing so also creates wider social and cultural impacts. A recent UK study commissioned by the Advertising Association called “Advertising Pays” emphasised that, on average, every £1 spent on advertising generates £6 for the British economy.
It is not only in times of crisis that the whole industry must promote a strong image for television and radio advertising throughout Europe in order to grow the pie before sharing it amongst national players. Raising the audience’s awareness by emphasising that without advertising, there can be no quality content is certainly relevant for all European markets and strengthens the image of a strong, unified advertising industry, rather than highlighting competition between companies.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
"We had to do something to support advertising. Not only because it’s our daily bread, but because it’s necessary. You may have good ideas, but if you don’t have advertising, you will never be able to finance your content. It’s like having all the ingredients but not having a cook to make a great dish. The whole industry in Spain joined forces to defend a common cause, letting all competition issues aside for a while, because everybody understood the emergency of the situation, in a market in crisis. I believe it’s an initiative that could very well be organised in other European countries, be they in crisis or not, because it’s never too late or too early to emphasise how much we need advertising for a flourishing economy."
–– Lázaro García Herrero, Marketing Director, Publiespaña
"Yes to advertising!” symbolises the best of our commercial communication industry, all of us joined together to show how every Euro invested in advertising makes us grow socially, culturally and economically; it improves us as a country. The acknowledgement of advertising is one of the Asociación Española de Anunciantes (Spanish Advertisers’ Association) main principles, as this activity has a, sometimes unknown, reach and influence. However, we must spread its strengths to society and the administrations: it encourages consumption growth, speeds up the spread of innovation, promotes competitiveness and, at the same time, its natural dynamism boosts economic growth."
–– Lidia Sanz Montes, Deputy Director, Spanish Advertisers Association
"Publicidad Sí” is a platform that brings together 32 associations of the advertising industry in order to jointly promote the relevance and efficiency of advertising’s in Spain today. This way, advertising and communications industry appears united to spread a common message, highlighting communications’ essential role as an economy driver, along with its importance in our society’s development. The “Publicidad Sí” campaign is made of spots aiming to create a high notoriety and surprise consumers. In it, different brands even from very different sectors, join their forces to deliver a common message. The platform “Publicidad Sí” has developed a ten points manifesto listing the most important arguments to support the statement “Yes to Advertising!”. Because it is a fundamental basis of economic, social and cultural development, that allows us to live a better life."
–– César Vacchiano, President & CEO, Grupo Consultores Spain
Background information
The ten principles of Publicidad Si!
» 1. Advertising represents the most efficient way to spread knowledge about investments and businesses.
» 2. It is an engine of wellbeing, one that facilitates the success of ideas that benefit our society.
» 3. Advertising is a fundamentally important driver of competition and of the generation of return on investments.
» 4. Advertising transmits important information to facilitate the free choice of products and services in a competitive environment.
» 5. Advertising sustains the mass media, which guarantees us free information and entertainment that is affordable and of a high quality.
» 6. Advertising promotes the diffusion of fundamental values and ideas about equality, solidarity and social progress.
» 7. Advertising represents a very important economic sector that directly generates 2.6% of GDP. The sector is a dynamic employer.
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» 8. Advertising brings some of the most creative talent and innovation to society.
» 9. The advertising industry, conscious of its capacity to influence, has chosen to regulate itself and practice socially- responsible conduct.
» 10. Spanish advertising is one of economic sectors that enjoys the best reputation outside Spain, recognised by numerous global institutions, multinational businesses and international industry contests.
» The initiative’s official website (please click here)
» Presentation of Lázaro García Herrero at Marketing & Sales Directors' Meeting Helsinki (please click here) please note you need to login to the Members' Room
» Press articles (in Spanish) (please click here or here)
» EACA's article on the same topic (please click here)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
15 November 2013 Target: Radio
NRJ Global & partners: Adiopack – packaging the digital radio offer
As of September 2013, four of the leading actors in broadcast and online radio in France have joined forces and launched a joint offer to monetise digital audio in France: Adiopack.
Adiopack enables all four platforms involved to be monetised simultaneously, presenting clients with a single tool to purchase a broad digital campaign.
The concept
Adiopack brings together the 200+ web radios of NRJ Global, France’s top on-demand audio service Deezer, Hotmix Radio’s 12 web radios of various genres and Radionomy, which is Europe’s largest collection of listener-created online radio stations.
The Adiopack project was preceded by a partnership between Radionomy and Hotmix that dates back to 2011; at that time, Radionomy (with a portfolio of 5,000 web radios) acquired a 33% share in Hotmix Radio.
This partnership allowed Hotmix to profit from the technical expertise of Radionomy and therefore devote greater resources to developing content to drive listenership. It also facilitated expansion into the Spanish and German markets in the second half of 2011. Together, they created the monetisation platform Adionomy, which enables advertisers to insert and manage their spots, adjusting them to geographical targeting and listeners’ profiles.
Adiopack is an evolution of this offer, now including partnerships with NRJ Global and the streaming service Deezer. The main advantages of Adiopack are its wide scope and the high audience reach that is achieved via touchpoints across different platforms, as well as the complementarity that allows advertisers to reach a large part of the audience that prefers non-traditional ways of listening to radio.
There are three packages offered within Adiopack (prices net, before tax):
Pack Soft - 5 million impressions for €30,000 (during 1 week) Pack Rock - 10 million impressions for €50,000 (during 2 weeks) Pack Heavy - 15 million impressions for €70,000 (during 3 weeks)
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
Why does this matter to egta members?
Radio on the web is a quickly growing part of the audio market, with opportunities for additional and incremental revenues. Adiopack is one of a number of strategies being adopted by European radio and audio sales houses, and it sits alongside innovations in targeting, the addition of synchronised display advertising and the creation of new partnerships in other markets. Key to the strength of this offer is the ability to reach a very large and attractive audience, marrying one of radio’s traditional advantages with the precise targeting of digital audio.
What they said
"I could not be more proud to see Hotmix Radio, which I created only six years ago, being part of an association of such powerful brands. With a small team of 6 people we can prove that radio broadcast exclusively on the internet is now part of the present but also the future of radio.
[Je suis on ne peut plus fier de voir Hotmixradio, que j'ai créée seul il y a 6 ans, faire partie d'une association de marques si puissantes", s'est félicité Olivier Riou, fondateur et dirigeant de Hotmixradio. Avec une petite équipe de 6 personnes nous arrivons à prouver que la radio exclusivement diffusée sur net fait maintenant partie du présent mais surtout du futur de la radio.]"
–– Olivier Riou, founder and CEO of Hotmixradio
Background information
Adiopack website: http://www.adiopack.fr/
Press article in radioactu: http://www.radioactu.com/actualites-radio/145974/nrj-global-lancement-de-l-offre-adiopack-avec- radionomy-deezer-et-hotmixradio/#.UoXqCOJNp_C
Press article in Stratégies: http://www.strategies.fr/actualites/medias/216464W/nrj-global-deezer-radionomy-et-hot-mix-radio-font- offre-digitale-commune.html
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
29 November 2013 Target: Radio
Strengthening brand recognition: an advertising jingle turned into a song
This week’s egtabite showcases an innovative radio campaign that used a popular advertising jingle turned into a song to both engage the audience and strengthen brand recognition.
The concept
In 2007 popular Belgian musicians Alec Mansion and Thom Dewatt wrote and performed a 30- second jingle called “La cuisine de ma vie” (The kitchen of my life) for the kitchen brand eggo. This jingle has since become strongly associated with the eggo brand due to it being used in all their TV and Radio spots.
In early 2013 the authors decided to turn this jingle into a real full length song entitled “La chanson de ma vie” (The song of my life). This song was then made available on YouTube and iTunes and played on radio stations - including the most popular station for the French-speaking part of Belgium, Bel RTL - for several weeks.
The song played a key role in the promotional campaign organised by IP and the station Bel RTL together with eggo at the end of February 2013. Listeners were asked to sing on air a personalised version of “La chanson de ma vie” with their own lyrics in order to win a brand new kitchen from eggo. This lasted for a week with four contestants per day. An additional question was asked in order to determine the winner, who then received a complete kitchen from eggo.
The contest received significant interest among listeners, as almost 600 people subscribed to participate in the competition. eggo also supplemented the radio campaign with a new TV spot, promoted the competition online (through banners, newsletters, Facebook), and through flyers.
The success of the campaign resulted in even stronger brand recognition for eggo. “La chanson de ma vie” is a standalone song that does not mention the brand explicitly; however, it still works as an advertisement thanks to the strong association between the melody and the brand.
Why does this matter to egta members?
This creative engagement of the radio audience proved to be beneficial for all the parties involved. The sales house strengthened its relationship with the advertiser by providing a different type of promotion on top of the traditional spot. The advertiser managed to strengthen both its brand image and the association between the brand and the now popular song. Finally, it worked very well as a tool to successfully engage listeners, who got a chance to participate and perform live on air on their favourite station while competing for a brand new kitchen. Finally, this case enabled the sales house to prove the efficience of audio branding.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
What they said
We asked the IP Radio Belgium and eggo for their comments on this initiative:
“This tailor-made campaign took the use of Sonic Branding one step further by using an already known jingle as a song in the programming. This proved to advertisers the worth of having a recognisable audio identity. Having such an identity is an idea continuously promoted by IP Radio’s study “Audio Branding” and its audiovisual presentation “Powersounds”. For IP Radio, being able to air such an unusual paid commercial action strengthens our conviction that “audio-branding” offers great commercial results, in this case great results for eggo.”
–– Steven Van den Audenaerde – Radio Director, IP Radio Belgium
“We are very happy with the Bel RTL campaign which adopted the same approach as we do with our clients, based on connecting with the listeners. The competition was successful with around 600 contestants. This is significant given that, to participate, they must have not only wanted a new kitchen but also been willing to create new song lyrics and sing live on the air.” [«Nous sommes ravis de l'opération menée avec Bel RTL qui, fidèle à notre approche clientèle, jouait entièrement sur la proximité avec les auditeurs. Visiblement, elle a porté ses fruits puisqu'environ 600 personnes se sont prêtés au jeu, ce qui n'est pas rien puisqu'il fallait à la fois avoir besoin d'une nouvelle cuisine et avoir envie de chanter à l'antenne, en inventant soi-même les nouvelles paroles de la chanson.»]
–– Paul David – Sales & Marketing Director, eggo
Background information
Please click on the links below to access the relevant documents:
» Audiobranding website here
» Press article No1 here
» Press article No2 here
» Press article No3 here
Spots
Please click here to listen to the song.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com
13 December 2013 Target: Radio
538 and transavia: making friends and moving people
This week’s egtabite takes us on the world’s first crowd-sourced trip, a great initiative from leading Dutch station 538 that started by building a close relationship with a brand partner and culminated in a holiday of a lifetime for a group of lucky 538 listeners. This case is an excellent example of a strong B2B initiative leading to a highly successful B2C campaign.
The background to the campaign
538 holds regular Brand Days, which bring clients together with 538’s senior management and on-air personalities in a relaxed atmosphere to enjoy good food, entertainment and the opportunity to brainstorm about how the broadcaster can develop innovative projects for the advertiser. The Brand
Days aim to convert the client/service provider relationship to one of business partners and friends. Six representatives from the advertiser and six from 538, including the CEOs of both, spend the afternoon together to explore the best match for the brand with 538’s radio, television and online properties. One example of a successful Brand Day outcome was the meeting with mobile phone
manufacturer Huawei shortly after they opened their first European offices, which resulted in 538 being chosen as the media partner for the launch of the company as a new brand in the Netherlands.
538 invited transavia, the Air France-KLM owned low-cost airline with which it had already worked with in the past, to one of its Brand Days. One idea that moved quickly from brainstorm to reality was the tansavia FlightCast, consisting of more than 40 radio shows to be broadcast on transavia flights and featuring information about the flight’s destination and popular music in that country. 538 became the airline’s audio producer, working on a number of public events as well as spot and non-spot advertising campaigns. transavia fanflight 538: from B2B to B2C
Following the Brand Day discussions, transavia set 538 a target: to increase their Facebook fan numbers by a set amount by the end of the year. If 538 could achieve that, transavia would put their remaining social media budget into a campaign with the radio station. So was born the transavia fanflight 538, created in partnership with the activation bureau Dorst & Lesser.
Through on-air and social media promotion over four weeks, including a Facebook app, 538 invited listeners to first pick a destination, then the in-flight music and food and even the dress code for the final party on site. In four weeks, 3 million people were introduced to the fanflight, the app realised 85,000 unique visitors, and 15,000 fans voted for the trip of their dreams. Unsurprisingly, given 538’s long association with the island, Ibiza was selected as the destination for the fanflight. Dutch tour operator Sunweb also came on board as a partner for the hotel.
180 seats were given away to listeners during the fifth and final week of the campaign, and the flight departed on 16 October. 538 exceeded transavia’s Facebook fan objectives, and in addition, 538 attracted an extra 10,000 fans
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for its own page.
The campaign’s success was founded on the creation of an environment in which the radio broadcaster was able to openly discuss the client’s challenges and forge a strong relationship of friends and business partners with the company. By achieving the client’s targets, 538 brought social media budget back to radio and benefited from production revenues for staging the event on behalf of transavia. The addition of Sunweb as a partner lead directly to campaigns on 538 and sister station SLAM!FM to run in early 2014.
What this means for egta members
Radio has an exceptional ability to build innovative campaigns for a huge, engaged audience. But the key message from the transavia fanflight 538 is that it all starts with developing a close relationship with the advertiser, understanding their business objectives and finding a way to become a long-term partner.
What they said
We asked Radio 538 for their comments on this initiative:
"The 538 Brand Day which we had with transavia turned out to be the beginning of a genuine friendship where the both of us really want to help each other and are not afraid of being critical towards the other. The transavia Fanflight 538 was the icing on the cake of our relationship and we both benefited from this complex trip. For us this is a true victory for radio and is an inspirational case study to strengthen the relationship with more advertisers."
–– Taco Vinkeles, Creative Director, 538Groep
Background information
Please click on the links below to access the relevant information:
» Radio 538's website (please click here)
Spots
Please click here to access the campaign spots & video.
egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com