Talking Press Ad
Radio Advertising Bureau
Issue 1 | July 2008
Agency
JWT London
Creative Team
Mark Norcutt - Art Director;Laurence Quinn - Copywriter;Nick Bell - Executive Creative Director
Production Team
Pro-Active - Production Company; Haynet Publishing
Other Credits
Rick Dunn - Account Manager;Andrew Corrol - Planner;Peter Cowie - Account Director;Jodie Sibson - Producer
Date
May 2006
Background
Ad avoidance has become a growing challenge for media, but RAB research found that radio suffers far less than other media. They were keen to advertise these findings through a campaign promoting the effectiveness of radio advertising over other media.
Idea
RAB wanted to communicate this message to their core customers of media planners and buyers in an innovative and effective manner, and felt that the use of audio would be an important and powerful aspect of this communication. With this in mind, JWT came up with the idea of a press ad containing a ‘talking gizmo’. They settled on Media Week, a magazine aimed at media planners and decision makers, as the ideal vehicle for their first talking press ad. On opening the centre page of the magazine the reader was greeted with a double blank page which spoke directly to them saying, ‘You are three times more likely to get your ad noticed on radio than in press. For more information contact the Radio Advertising Bureau at RAB.co.uk.’ It was designed to drive traffic to their website and to create a creative stir around the radio medium for advertising.
Results
The campaign has received lots of positive feedback. It was featured in www.bestadsontv.com’s print archive; letters were sent into Media Week and printed in subsequent issues; and the RAB has received numerous enquiries, including some from European companies.
Target Audience
Media planners/buyers
Size
Media Week readership which is circa 16,000, plus some personal contacts