The South African radio advertising industry today is a smorgasbord of creative and strategic brilliance. One of the most successful radio campaigns we’ve seen in a long time is FNB’s ‘Steve’ campaign, and it’s certainly not alone in delivering a compelling case study for radio in 2011. Gain insights from SAB, Old Mutual, the National Treasury and LEADSA case studies, showing that radio really does deliver second to none.
Drive acquisition and account growth on FNB core products
“Much as we as marketers could see the golden ribbon and how it all worked so well together, the reality is people don’t listen to ads the way we plan them. The challenge is that banking products are often the last thing people think about. At the same time, we need to build and grow our customer base. As financial institutions, we’re often bound by terms and conditions and other industry-related compliance issues, which have to be included in our ads. Radio was identified as the key medium that could integrate together the various propositions in one sitting. It could provide the quick turnaround times required on the campaign”, says FNB.
The campaign came about by trying to turn a slice of life insight on its head. A prime example of this is incorrigible telesales agents who just won’t take no for an answer. The ads were then written, as long as they needed to be, to get the story across. The generic spots varying in length between 45 and 90 second ads, depending on the message to be communicated were flighted.
Realising that no one sits in their cars, homes or work for hours in order to hear and ‘get’ an entire construct, messages were rotated equally across different stations, with each advert focused on benefits available to customers across products and channels.
On average there’s been an increase of over 40% in sales across key products and services. FNB also benefitted from added exposure from, amongst others, Kaya FM presenters waxing lyrical about the campaign in programming time, as well as other channels using the topical Steve campaign as editorial content. This has all contributed to making ‘Steve’ a household name.
- An ad has to be as long as it takes to get the message across.
- Radio is something you get involved with from the onset. It’s not something you leave to an engineer to do.
- Don’t let the duration of the spot hamper the creativity.
- Media maketh the spot. There’s no such thing as too much exposure. We decided that in the first hour, listeners should at least hear 2 to 3 ads.
- Stop painting by numbers. It has to be entertaining for the listener. Be topical. If you can’t be topical, be entertaining. Everyone loves a soapie.
- Lastly, use sonic triggers if you can. We start and end the ads the same way, with the same ‘beeps’.
Impressive results from FNB. The campaign intelligently demonstrates that an ad needs to be as long as it takes to get results, proving that the quality of the message is more important than the length. The active involvement of the client from conceptualisation to flighting is a positive step indicating that when creative and professional marketers begin to approach radio campaigns with the right intent and production commitment, the results speak for themselves.
|Title: FNB App
|Title: Mev. Venter
|Title: Mrs Mabusela
|Title:180 FNB Mention
Need inspiration for your latest radio brief? There’s nothing like a taste of how other brands are doing radio to really get your creative juices flowing. Tune In for these and other great idea-starters currently blasting through your airwaves…
Nedbank ‘Ke Yona’: Nedbank’s gone vernac! For the first time in its history, the bank is flighting its radio ads in 6 vernacular languages, including isiXhosa, Sesotho, and isiZulu. To do this, it has partnered with award-winning agency, Net#work BBDO. Head of Consumer Banking for the Group, Ciko Thomas says; “When we briefed the agency, we said we wanted this to be a campaign that the entire agency lives and brings to life”. And come to life they have, with the result being tonality in the scripts that really speaks to its target audience. “We weren’t sure whether going above the line using vernacular platforms would be well-received, however, one of the biggest learnings taken forward is that people connect better with a brand, when they’re spoken to in their language of choice. It’s not just about the language, it’s also about the use of the language in a manner that resonates. If you use the language in a clinical manner, you lose out on an opportunity to connect”.
Just when you thought it couldn’t get any hotter, Halls officially welcomes the summer season with a smoking hot radio campaign for new Halls Summer Mint. Brand Manager Palesa Mahloele says; “It’s a burst of fresh fruity flavour with a hint of gentle mint – a great invigorating refreshment to enjoy on a hot summer’s day”.
If you think that’s cool, wait ‘til you hear the fun and quirky radio ads! These are the first in a sizzling set of hilarious ads and a radio promotion that’s set to make you believe that Halls really does help you ‘Free Your Voice’. Way to go Halls!
Just because radio’s been around a while doesn’t mean it’s the same as it was five or even two years ago or that you know everything you need to know about this vibrant medium that often blazes a trail in media circles as opposed to following meekly behind.
This is the premise behind the second annual RadioWorks 2011 Conference: TILT – Radio from a different angle. RAB GM Gilda De Araujo says; “Radio being the well established medium that it is, means we tend to take its vast reach and innate ability to connect with target audiences for granted. The big idea behind this year’s RAB conference is to turn everything you think you know about radio on its head and investigate the medium from a number of new angles – hence the theme TILT- Radio from a different angle.”
De Araujo says key areas of delegate interest and need have been identified and will be tackled at RadioWorks 2011 including: How marketers can make their brands stand out on radio more than ever before, global creative insights and ideas, strategic media planning insights leading to a better understanding of the radio consumer and Case Studies providing real results and a clear idea of what works and what doesn’t.
In keeping with these real world needs, the line up of speakers is not the ‘usual suspects’ but rather a multi cultural group, drawn from a wide array of backgrounds and disciplines. They do, however, have one thing in common; namely that their doing things differently doesn’t mean they don’t also achieve excellent results. The line-up of speakers includes:
- Mark Gillman, former 5FM BROADCASTER and founder of TMGS Creative in the UK, who will look way beyond the recorded generic campaign, taking delegates into the cutting edge future of radio advertising – Branded Programming TECHNOLOGY like you’ve never seen it before.
- Tony Hertz, the only person in the world with both a black & yellow D&AD pencil for Radio under his belt, shares insights into art of radio creative
- Barrett Whiteford, FNB Head of Marketing: Credit Card Division shares the thinking behind the ubiquitous and hugely successful (40% lift in sales and counting!) ‘Steve’ radio campaign!
- Award Winning duo Jenny Glover and Brent Singer of Net#work BBDO who have two Cannes Lion Radio Grand Prix awards between them, share incredible insights into the Cannes judging process and what it takes to put together a winning radio campaign!
- Andy Rice chats to Luci Hirsch of the ‘Hi, I’m Luci Hirsch’ fame, and unpacks the winning formula for family retail store success.
- GREY SA CEO, Idea Catalyst and Social Scientist Sizakele Marutlulle; township research specialist Lebo Motshegoa, from Foshizi and Dollywagon Media Sciences’ (UK) Jason Brownlee set the record straight when it comes to consumers, ‘darkies’ and radio effectiveness.
The RAB has also listened to the industry and this year six short, sharp morning sessions will see presentations of a maximum of 30 minutes each including a Q&A component, while the afternoon will feature three streams, targeted at specific groups.
Cementing this ‘spot on’ approach De Araujo says; “RadioWorks 2011 is one conference that’s not about posturing or smug, self pontificating but hard core market intelligence that delegates will be unable to garner anywhere else. For that reason, we can’t wait to turn radio upside down, inside out and prove that we know how to make a day out of the office really count!”
*****The Johannesburg leg of the conference will take place at the Forum, The Campus Office Park, Bryanston on Wednesday 31st August, while the Cape Town leg is on the 1st September at the Crystal Towers, opposite Century City Shopping Centre. E-mail email@example.com or call Prudence on (011) 325-4935 to book.
Time: 08:00 for 08:30am – 17h00 plus cocktails
R800 plus VAT per person
R740 plus VAT per person for early-bird bookings done by 5th August 2011.
R740 plus VAT per person for groups of 5 or more