RadioWorks Press Release
Would anyone like to improve the results they get from advertising on radio? Does anyone know if their creative message is making the right impact? Most of the industry is familiar with radio, rather like a good family member. We take for granted that we know everything about the medium, and the best way to use it.
As the champion of the medium of radio in South Africa, we’ve made it our business to prove the effectiveness and relevance of the medium in the new media landscape and demonstrate how advertisers and their advertising agencies can take advantage of this in their radio advertising”, she says.
Here’s who to look forward to:
- Rich Mulholland. Former Rock ‘n Roll roadie and founder of presentation firm, Missing Link, Mulholland puts the ‘freak’ in frequency with a helicopter view on the birth of digital – radio’s illegitimate love-child.
- In studio … some of the best in the business, namely Ukhozi FM’s Linda Sibiya (Durban only),94.5Kfm’s Ryan O’ Connor (CT only) and 5FM’s Gareth Cliff (JHB) give advertisers their tips on how to best connect with the evolving listener and optimise their use of radio for maximum ROI.
- Judith Spilsbury, head of Effectiveness Insight at the RAB UK roadmaps their evolving challenges and milestones over the past 20 years, providing an excellent perspective on how media strategists and marketers today, can determine the effectiveness of their radio campaigns.
- Frank.net machettied through the radio clutter in 2011 with its straight-talking, tell-it-like-it-is, honest brand voice. Hear Frank.net CEO Lenerd Louw and multi award-winning agency, FoxP2’s ECD Justin Gomes unpack radio’s role in a campaign that sold R1-billion of life cover in the first 4 months of launch – and continues to grow.
- Prolific writer, chairman of Chillibush Communications and honorary member of the Twitterati, Victor Dlamini contests lazy ideas and simple-minded concepts in marketing.
- Cathy O’ Connor, chairperson of Commercial Radio Australia looks at Digital Radio and its impact on terrestrial radio internationally and what we can take forward from the Australian success story.
- Fresh from his duties as Cannes 2012 Radio Jury president, Rob McLennan gets under the skin of creatives with breakthrough learnings from the festival and tells us why South African radio advertising has the ‘best reputation in the world’.
- Craig Rodney, MD of leading digital communications agency, Cerebra explores the rise and attraction towards digital content, the death of interruption-based advertising, and how creative agencies have the biggest opportunity right in front of them.
- ‘Lost in Translation’ – a panel of industry heavy-weights tackles language in radio advertising, Walter Pike dissects the role of radio in the social era, Ogilvy CEO Abey Mokgwatsane predicts how the digital revolution will impact the future agency and its partners and John Smeddle of Leo Burnett in the Middle East unpacks the increase in radio ad spend in BRICS nations, validating radio as a relevant platform in robust emerging markets.
The Cape Town leg of the conference will take place at the Crystal Towers Hotel, opposite Century City shopping centre on Wednesday, 22 August, while the Johannesburg leg is on 23 August at the Forum, at the Campus, Bryanston. Be advised that the Durban breakfast is an invite-only session.
phone (011) 325-4935.
Tickets range from R740 for groups of five or more to R800 for one person.
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RadioWorks 2012 Press release
- Not Your Average Listener! Rich Mulholland, former Rock ‘n Roll roadie and founder of presentation firm, Missing Link puts the ‘freak’ in frequency with a helicopter view on the birth of digital – radio’s illegitimate love-child!
- In studio…Some of the best in the business, namely Ukhozi FM’s Linda Sibiya (Durban only), 94.5Kfm’s Ryan O’ Connor (Cape Town only) and 5FM’s Gareth Cliff (Johannesburg) give advertisers their tips on how to best connect with the evolving listener and optimise their use of radio for maximum ROI.
- Judith Spilsbury, head of Effectiveness Insight at the RAB UK roadmaps its evolving challenges and milestones over the past 20 years, providing an excellent perspective on how media strategists and marketers today, can determine the effectiveness of their radio campaigns
- Frank.net ‘machetied through the radio clutter in 2011 with its straight-talking, tell-it-like-it-is, honest brand voice’. Hear Frank.net CEO Lenerd Louw and multi award-winning agency, FoxP2′s ECD Justin Gomes unpack radio’s role in a campaign that sold R1-billion of life cover in the first 4 months of launch – and continues to grow!
- Prolific writer, chairman of Chillibush Communications and honorary member of the Twitterati, Victor Dlamini contests lazy ideas and simple-minded concepts in marketing.
- Cathy O’ Connor, chairperson of Commercial Radio Australia looks at digital radio and its impact on terrestrial radio internationally + what we can take forward from the Australian success story
- Fresh from his duties as Cannes 2012 radio jury president, Rob McLennan gets under the skin of creatives with breakthrough knowledge from the festival and tells us why South African radio advertising has the ‘best reputation in the world’.
- Craig Rodney, MD of leading digital communications agency, Cerebra explores the rise and attraction towards digital content, the death of interruption-based advertising, and how creative agencies have the biggest opportunity right in front of them
- ‘Lost in Translation’ – a panel of industry heavy-weights tackles language in radio advertising. Walter Pike dissects the role of radio in the social era, Ogilvy CEO Abey Mokgwatsane predicts how the digital revolution will impact the future agency and its partners and John Smeddle of Leo Burnett in the Middle East unpacks the increase in radio ad spend in BRICS nations, validating radio as a relevant platform in robust emerging markets.
The Cape Town leg of the conference will take place at the Crystal Towers Hotel, opposite Century City shopping centre on Wednesday 22 August, while the Johannesburg leg is on 23 August at the Forum, at the Campus, Bryanston. The Durban Breakfast is an invite-only session. For more information, go to www.rab.co.za/radioworks2012.
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Rob McLennan who continues to spearhead Net#work BBDO’s drive to produce some of the best radio creative in SA – & the world,unpacks a few of the breakthrough radio campaigns that caught his ear, as well as their award-winning formula for producing some of the world’s best ads, time and time again…
Despite the notion that SA radio creative is sub-standard, we continue to haul the radio awards atlocal and international festivals such as Cannes. We caught up with Rob to get his views on the health of our South African radio industry and this is what he had to say;“South Africa has the best reputation for radio in the world! We’ve won Grand Prix Lions in both 2009 and 2011 – and all the Gold Lions in between.We’re always moaning about the standard of radio in our country, but when you hear it in context with the rest of the world, we really stand up and out”.
One of the lesser-known facts behind Net#workBBDO’s success on radio is that they have their own in-house studio called ‘FirstLeft’. It is this convenient location that allows for experimentation, crafting and pre-production, enabling them to audition hundreds of voices – not only locally, but worldwide on various scripts;
“The scripts are crafted and honed and we give them time. If you look at the guys in Brazil who do Dos Equis as an example, they get everybody in the agency to write two lines for a Dos Equis radio spot. This means they end up with nothing less than a 1000 scripts, which are then cut down to 200 – before they even think of going to client. And that’s the kind of stuff that wins”.
McLennan adds that the starting point is always a great, but simple idea, amazing production values observed and excellent script-writing, which if lacking, can really let a radio spot down;
“There are some incredible innovations on radio which is such an old medium.
- One of the campaigns which was awarded Gold this year was one in which when a car would pass a certain cross on the road, where somebody has been killed, your radio would be triggered into the voice of the person that has lost their life as well as how the accident happened.
- Also on the list was U.S. Hispanic agency LatinWorks which produced an ad promoting the ‘Cine Las Americas’, a Latin American film festival. For years, LatinWorks has done print and TV ads for the festival using genuine footage of real Latin American leaders saying ridiculous things; with the tagline ‘If this is our reality, imagine our films’. Each year, the agency adds a clever new twist and this year was no different. The radio spots were produced to sound like epic movie scenes, with all the special effects gradually omitted, leaving only the absurd but real words.
- There was also an entry for abused domestic workers/immigrants working in the Middle East. Interestingly, the radio spots were flighted as if for a fast food outlet. A voicewould then come through in the foreign language/dialect of these domestic workers, with a message to help them or to help them get help. Powerful stuff”.
Now, we’ve heard about differences in opinion, but this, right here takes the ‘Lion’…
Did You Know?
- The Radio Category at Cannes was only introduced and recognised in 2005 (about time!)
- 2012 Radio Jury President and Net#work BBDO ECD Rob McLennan has an impressive collection of more than 35 Cannes Lions.
- The radio judging procedure takes place from Saturday to the Tuesday at Cannes Lions. During the first two days, the jury is divided into two sub-juries, each group listening to one half of the radio ads submitted, to get to the shortlist. After this first voting round, the jury work together as a single team to vote on the shortlist, deliberate and eventually award the Grand Prix, Gold, Silver & Bronze Lions. At each voting stage, conflicts of interest and possible patriotic votes are automatically neutralised.
- South Africa had the highest number of entries in the radio category. To see how many made the cut, click here for a quick peek at the shortlist and here for the full list of radio winners
- Twitter CEO Jack Dorsey was named Cannes 2012‘Media Person of the Year’
- Former U.S. President Bill Clinton was one of the key note speakers at Cannes this year. After queuing for what seemed like ‘forever’ in the extremely hot and humid heat of the Cannes Le Croisette, delegates got to hear his presentation on ‘How Advertising Can Help Build a Better World’. Click here for some excerpts from his speech and other presentations we attended.
Turning our ears now onto something that really puts the ‘RAD’ in RADIO innovation…This year’s CannesRadio Lion Grand Prix went to ‘Go Outside’ magazine’s ‘Repellent Radio’ campaign by, Sao Paulo agency, Talent – for a campaign that’s changed the experiential-marketing game by turning the radio into a mosquito repellent…
The Big Idea:
Following a sponsorship from Go Outside, a local magazine that encourages outdoor sports and activity, a Sao Paulo radio station bought air-time for two hours in the evening slot between 18:00 and 20:00pm – the peak hours for mosquito bites.
They then ran a 15KH frequency noise, which, whilst is indistinguishable to human hearing levels, it is the same frequency as a dragonfly – a predator of mosquitoes. Because the signal couldn’t be heard by people, it didn’t interfere with normal programming, but certainly did deter mosquitoes! When it comes to mosquito-repellents, this is truly ‘off-the-wall’ stuff, if you ask us!
Why it won:
We caught up with Radio Jury President Rob McLennan after the press conference, who informed us that there was a considerable amount of debate within the 15-person jury on the awarding of this campaign as the vote was split between South Africa’s very own Mercedes Benz Alert Assist and the ‘Repellent Radio’ campaign;
“How do you judge that against a traditional radio campaign?We’re all looking for a piece of work that’s never been done before and changes the environment of radio. The categories at Cannes are getting more diverse and radio is being used with impact like never before. The debate was a tight decision between the battle for traditional or the innovative use of radio. So we had to say: Is the idea simple? Then vote with your gut. Our jury wasn’t only made up of creatives, but production people too. It’s very hard to categorise ideas as they are transcending all mediums”.
Ultimately, the million dollar question we’d all like answered is – Do the radio signals really repel mosquitoes?
“Yes”, said Bob Moore, a judge and chief creative officer of Publicis USA. “We did our due diligence and, as far as we know, it worked. It’s a fantastic idea”.
*Additional info: (www.adage.com)
Where to from Cannes?
The ‘Repellent Radio’ campaign really breaks the mould when it comes to innovation on radio.Jury President Rob McLennan informs us that the collectively passionate Radio Jury has since gotten together to take the ‘Go Outside’ Grand Prix idea (with permission), to radio stations in Africa, India and other countries where mosquito-transmitted diseases are rampant. This is how the 2012 Radio jury feels like they can give back.
Moreover, Roberto Fernandez, a judge and Executive Creative Director at JWT in Brazil adds; “An easy mosquito repellent that doesn’t have to be bought or applied could potentially be used more widely than the three-week campaign done by Talent. It could be broadened, by partnering with the health department to broadcast in areas whether there is dengue fever. Imagine people listening to music and not having to think about mosquitoes”.
(We’re thinking, Roberto… And with radio’s massive reach across all colour and socio-economic lines, this is the perfect example of the medium’s ability to connect with listeners in a real and meaningful way – advertisers take note.)
Well, there you have it. An advertising festival demonstrating how they Cannes help you!
A few of the workshops we attended were aimed at exposing clients and agency representatives in attendance, to an exciting array of international insights that prove just how effective radio can be in this new digital age. Here are the highlights…
Ralph van Dijk of Eardrum presented aworkshop called ‘Radical Thinking’, noting; “Agencies don’t have a love affair with radio and I’m not sure why. Ideas are so pure on radio, you are not bound by anything. But unfortunately, the medium seems so unglamorous and NOT easy. But you have to push boundaries and embrace failure.
Radio is also about preparation. Pre-production is so important so all involved need to get together at the early stages to ensure that your radio has a single-minded message and is clever.
A good example is a spot recorded by The Monkey’s in Sydney, Australia for IKEA.
To illustrate his point on pushing the envelope when it comes to ideas, van Dijk played a series of radio ads which Eardrum had produced. One of these includeda spot for ‘Virtua Cop’, a video game, where they interviewed a real prisoner with his views on the police.
Another idea involved Strepsils throat lozenges. Although there was a normal radio spot for the product running on radio in Sydney over the same period, they got actors around the area to phone in to talk shows and whilst talking to the host, complain about their sore throats and their need to take a Strepsil. This clearly involved no media spend and won a Gold Radio Lion at Cannes last year.
He then divided all delegates into groups, in order to come up with a conceptual radio idea. Each group got an envelope with a one-line brief /product and then 5 other lines of how they could push their ideas to RADICAL, and 15 minutes to come up with an idea! (no pressure!)
The lines were:
- Ad must be outside the Ad break
- Every line in the script must be a question
- Feature a one-man band
- A person discovers he can fly
- Ad must be set in an ultrasound appointment.
‘THINK OUT OF THE BOX’
We’ve also gathered some interesting tidbits from a presentation on harnessing relationships between clients and their agencies by Mary Zalla of CEO. Entitled ‘Selling Creativity’, Zalla notes; “It would be great if great work sold itself, but that’s part of the problem. We create brilliant idea’s but spend too little time preparing our presentations to clients. It’s about in
spiring your clients to see the potential in the work we have generated. Helping th
Zalla stressed that while it may not be easy to present, you have to be as creative about presenting the work as you were about creating it;em imagine the future because it is going to change the future for your clients”.
ü It starts with rapport, you have to have empathy with your client and their situation or suspend your own agenda to know what is better for them.
ü It is a relationship characterised by mutual respect, harmony and good communication. When you have a rapport with someone they listen to what you have to say.
ü Creativity is constructive. We have to put it out there in the world, we have got to make a difference. We are often asking clients to take a leap with us and most ideas are pitched poorly. The sad thing about this is that ultimately mediocre work gets produced.
Focus on gaining attention, on being inspiring, connecting on an emotional level. When presenting, our one problem is to overcome fear from our client about changing the status quo. This can be done with familiarity. Maybe you let your client become familiar with some of your thinking beforehand or put something in your presentation that your client is very familiar with, and stay at it if you believe in it. Creativity is courageous, creativity and courage are brothers
How Advertising Can Help Build a Better World – Bill Clinton
One of the key highlights at Cannes was an appearance by former American President, Bill Clinton. Here’s an excerpt from his speech…
“We are here to re-imagine the world. And hey, it’s difficult walking on these beautiful streets, but somebody’s got to do it!
We should be thinking about the sustainable future, like 20 million solar structures in poor villages and then into the world. We are in an interdependent age in the human race. Young people fortunately understand this and are living in the future learning how to solve conflict rather than create it. And advertising lives in the future.
We also have to choose co-operation over conflict. There is a lack of emphasis on what’s important and instead we concentrate on the trivial. This sadly happens in governments around the world.
Ordinary people have more to change in the world. We should all think about how we can do good. For example: imagine how disheartened Greece is? How can the people break out of their current perception of where they are? They are waking up to bad news every day.
Communicators are going to have a profound effect on the world in 20 years’ time. And if I can give one phrase to the world right now it would be ‘mutual empowerment’. Who are you trying to help? People need hope. Wisdom is diversity but it only works if there is a common goal”.
THE POWER OF SOUND FOR BRANDS
A critical factor in producing quality radio ads today is of course the oft-quoted, but sometimes neglected aspect of ‘preproduction’. We simply can’t stress enough the importance of placing value on the appropriate planning of the casting, timing, transla
tion, direction and sound design of radio ads, so when we came across Rio de Janerio-born Zanna Lopez’ presentation on how advertisers
can harness the power of sound for their brands, we were hooked…The presentation, entitled; ‘Just being Loud’ by Zanna Sound, a sound branding agency, zoomed in on the concept of audio branding. This is what she had to say;
“Brands don’t realise that just being loud is no longer working or enough. There are many facets to sounds and we’re working to help make brands see that sound really matters.
Hearing is the first thing that is developed in a foetus and is the most vulnerable. Noise affects us. It has been established that we lose 66% productivity when we are affected by negative sound in the workplace.
There has also been some research done in European supermarkets which revealed that when French music was played for a week, French wine sales went up by 78% and when they played German music for the same period, German wine sales went up by 81%, proving the effect sound has on us”.
The question is: are marketers really optimising on the power that sound can have on the recall of their radio advertising and brands? In response to this, Zanna has created a whole need method to sound branding, which can help givebrands a whole sound identity. She asks; “How are brands using sound (sound diagnosis)?Treat the brand as a person and work out the personality attributes such as Rhythm, Harmony, Instrumentation and Melody”.
Next, she starts creating the sound and it works across the whole sound scape for the brand, right from the theme, to logo, brand voice, sound design and brand music. The sound application is then used to create a whole integrated sound experience.
To illustrate her point, Lopez mentioned case study for Metrorail in Rio – Metrorio. Here they not only created the full musical sound identity but also re-trained the conductors to talk in a new paradigm.
They then engineered sound effects of (bustling and birds tweeting)to go with the music in stations so the whole ‘station/waiting for a train’ experience became peaceful and calm.
To end off, she says; “When choosing a brand voice, it’s imperative that you ask: Do I want to ‘lure’ or ‘unite’ my customers?”
The many permutations on FNB’s ‘Steve’… Now, The Citizen newspaper enters the fray… Click here to listen to the ad.
So you’ve seen Nandos’ take on Santam. Now hear how Fox.P2 has taken to the airwaves with a Frank.net spoof of ‘Steve’. This kind of playful banter is proof once again of radio’s strength of immediacy – and its ability to deliver the news (and ads!) as they break! Click below to listen to the ad