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You can't get better than banned
How powerful is Radio? Well, in a previous general election the government banned politicians from using it in their campaign advertising as they were so concerned over its brain washing effects. Wow! If it’s that powerful, how can it be harnessed? Well in the case of Le Lievres, our top local cook shop, our particular recipe wasn’t exactly to brain wash, but certainly to get inside people's heads.
We did this initially by the appliance of science, added in all the products, a healthy mix of target audiences and a liberal dash of creative juice, then gave it a stir, threw in a sixpence and made a wish.
The result was a very tasty radio ad that whisked round and round in your head to the tune of Gilbert and Sulivan’s ‘Modern Major General’ which, despite repeating on you incessantly, worked a treat.
Did I mention science? Well It’s a known fact that radio listeners develop habitual listening patterns, listening to the same stations at the same time as doing certain things each day, i.e. driving to and from work, the shops or even…yes! cooking. Scientifically speaking, the method is to match a product with the listener’s modus operandi, thus providing the ideal context for the advert to appeal to the person.
- To further strengthen the Le Lievres brand
- To communicate the vast product range
- To appeal to all of the wide target audience
- Target audiences moods and habitual listening patterns
- Devise a clever and catchy radio campaign
- Construct a communications plan
- Re- balance the media mix
- Increase Brand Awareness
- Uplift Sales
- Drive Response
- Raise brand attitudes
It has been calculated that radio delivers four times the effect for the same price as TV. Radio listeners are obliged to deal with messages and tend not to change stations like TV viewers. Contrast this with printed media where consumers will edit ruthlessly according to their own personal needs and taste and you'll understand why radio advertising is referred to as an intrusive medium. When used as part of a multi media package this becomes a highly effective means of advertising.