We attended a briefing for ad agency and media folk this morning looking at the success of a very collaborative approach to radio advertising.
It was a fitting day to praise the medium as this was World Radio Day.
Choose Radio was established a couple of years back to collectively promote the offering of all of Ireland’s independent radio stations as well as RTÉ.
It’s the kind of collaborative approach which we would always seek to encourage though it must at times have felt a little like herding cats.
If a thing is worth doing though… and today we got to see real fruits of success.
Choose Radio worked together with Flahavans to pull together an integrated campaign that ran over a three-week period in September 2018.
The results highlight radio’s importance to the advertising industry, especially when combined with social media and in store merchandising.
Overnight Oats was a brand new to market product as well as a first in category item when launched in early 2018.
This campaign featured a combination of radio ad spots devised by BBDO and radio stations creating their own local video content which was then pushed out across their social channels and websites.
Independent research from B&A, market data analysis from Stephen Rust, Joint Managing Director of Visualise.ie and Tom Harper, Director of Annalect Ireland showed that during the campaign:
- Awareness of Flahavan’s Overnight Oats improved from 29% in August to 37% post the advertising campaign in October. This is a statistically significant improvement of the order of 28%.
- While a brand new product to the Irish market and off a small base, sales had increased 269% during campaign versus the 3 weeks prior; with sales more than doubling across all major retailers.
- During the Radio campaign sales of Overnight Oats had a stronger uplift, at full retail price, than when a price reduction was run as a standalone promotion.
- Radio engages with 3.1 million people in Ireland every day on apps, smart speakers, computers, televisions as well as traditional radio sets. Choose Radio saw the test as an opportunity to use all these platforms to reach out, enhance the campaign and embrace the trust the public has in radio as a medium.
- That trust in radio is at an all-time high and engaging their listeners on-air and online proves to be a winning formula.
“The special, loyal relationship that each individual listener forms with their favourite radio station cannot be taken for granted,” said Chairperson of Choose Radio, Gabrielle Cummins.
“We wanted to demonstrate how all our radio presenters understand and connect with their specific target audience in every single county in Ireland.”
“34 radio stations utilised their own social platforms in an innovative & relatable way which augmented the powerful, traditional, radio tool of spot advertising. This proved to be both entertaining for each station’s target audience while at the time effectively communicating Flahavan’s key brand messages”.
“Advertising agencies have been demanding case studies and now Choose Radio has produced the first of many all industry, collaborative case studies. We look forward to engaging more with advertising agencies and their clients to further demonstrate the unique power of radio advertising.”
“We were delighted to partner with Choose Radio for this case study,” added John Noonan, Sales & Marketing Director of Flahavan’s.
“It was an easy decision as Flahavan’s has identified radio as a key medium for the brand over many years and it is an important component in our annual communications plan.”
We were pleased with the success of the campaign at stimulating interest, increasing brand awareness and ultimately encouraging trial and education of this new breakfast concept. The campaign delivered strong results for this new product launch.”
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