TV advertising for radio stations
Posted on Saturday, February 7th, 2009 at 11:57am. #
When I was taught how to write radio ads by the clever Martyn Healy, the patient and brilliant Paul Renhard, and the inspirational Mike Bersin, they taught me the secret. Here it is, for free:
1. Discover “who we’re talking to” (people who want an entertaining breakfast show with the chance to win some cash).
2. Discover “what we want them to do” (listen to Chris Tarrant on Capital).
3. Discover “why they should do it” (because they could win £1,000).
4. Demonstrate this reason in a memorable way.
This clip contains three ads, based on the answers above. Feel free to press stop when the repetition begins to get a little annoying:
Chris Tarrant – Capital Radio
Yes, it’s very 1980s. But, successful? Did it communicate that you could win stuff and that the programme was entertaining? Were you left in any doubt about the radio station name, the frequency, the presenter, or the offer?
Compare with this:
Capital 95.8 FM
Three or four clips of music, over which is a rushed confusing story which doesn’t feature any radio personality or anything to convey it’s a radio station, and then three seconds of a radio station logo at the end. There are many such examples – some (for a former employer of mine) featuring dogs as well.
An admittedly amusing ad, which never failed to raise a giggle when played in front of clients. It was promoting a brand new radio station in the mid 1990s, Magic 105.4. Except the word ‘radio’ isn’t used once; the logo and frequency are two seconds at the end, and much though I love the creative in this ad, you really have to ask whether it conveys why you should tune over from Simon Bates on Radio 1.
Now, this is more like it. Something that communicates the personality of a radio station; draws you in; and makes sure that you’re left under no illusion at the end that this is an ad for a radio station, and a radio station that not just has a different type of music, but also one that has a personality of its own.
This is a surprisingly effective ad for Clyde’s sports show – you instantly know what it’s all about and it introduces the characters from the programme to you. Simple and effective, if a bit creatively lacking – similar to the Tarrant ad I first linked to.
And, similar to the Clyde ad, here’s another “best bit of radio” cut up into a TV ad. You almost need to ask whether the animations, cutesy though they are, convey more than simply a video of the presenters in the studio – or, indeed, whether a video of the presenters might have performed rather better.
I should probably end up this clipfest with two sets of (what I consider to be) brilliant radio ads.
These were, I think, the best ads for a radio station’s music I’ve ever seen. They convey how lost you get in your favourite music when it comes on the radio; they use a clever creative treatment; and they’re beautifully produced.
And what I consider to be the very best radio personality ad. Conveying the benefit of listening to local radio not national, conveying the personality of the breakfast host, and with a clear message of the radio station itself. And, while miles away from the Chris Tarrant ads at the top of the page, similar effective. And for the same station, too. Who knew?
[...] Here’s how they’ve attempted to answer the three golden questions of advertising: [...]