Hello Blog readers!
I will be sharing with you, over the next eight weeks, some of the greatest marketing campaigns. This week I have chosen five radio ads. I hope you enjoy listening to these ads as much as I did!
Radio Ad One: “Donated Voices”
MullenLowe Singapore
The National University Centre for Organ Transplantation
2016
Here is a link to the Radio Ad “Donated Voices”
Brief Description:
The radio ad “Donated Voices” focuses on encouraging organ donation by using a compilation of voices of individuals who have already died within the radio ad. This ad was very appealing in that it touched one’s emotions. All of us have lost loved ones and hearing loved one’s voices touches hearts.
Ad Objective:
The objective of the ad was to appeal to individuals to become organ donors. By using the compilation of voices it was very effective.
Target Market:
The target market is the living, all of us who have the ability to change lives by being organ donors.
Actions Listeners can take:
Listeners can choose to be an organ donor and make a difference in the lives of others once they are no longer here.
Value Proposition:
Saving someone’s life after one has passed allows for part of the person to live on, as well as, helping to keep another’s loved ones alive.
Radio Ad Two: “Grandma/Goth”
Deutsch LA
Netflix
2014
Here is a link to the Radio Ad “Grandma/Goth”
Brief Description:
This add uses a Grandmother and a Grandson to play off of one another in a funny way to entice people to watch Netflix noting that all ages with differing viewpoints can come together to watch. The appeal of the ad was humor. The ad was able to evoke an emotional response by using characters in the ad that people can relate to and that people love spending time with.
Ad Objective:
The objective of the ad was to appeal to individuals within families to watch Netflix together.
Target Market:
The tarket market would have been all listeners of all ages because the characters ranged in age greatly giving the sense that young, old, and all ages in between could find something to watch together noting that it is free to try it.
Radio Ad Three: “I’m Going to Die”
Portfolio Center
The Humane Society
2014
Here is a link to the Radio Ad “I’m Going to Die”
Brief Description:
This add uses a man’s voice while describing the scene that will happen to a pet that will be euthanized tomorrow. The thoughts of the animal are stark and resigned. This ad uses emotion to appeal to the audience for help to save healthy unwanted animals from senseless premature death.
Ad Objective:
The objective of the ad was to appeal to individuals to save animals.
Target Market:
The tarket market is all listeners. There are no age limitations to who this ad would appeal to.
Actions Listeners can take:
Listeners can choose to adopt pets from the Humane Society to save their lives.
Value Proposition:
The value position is a life or death situation. Many animals will die unless they are adopted.
Radio Ad Four: “Kitty”
Casanova Pendrill/McCann
New York Lottery
2016
Here is a link to the Radio Ad “Kitty”
Brief Description:
This add uses a man’s voice to meow like a cat to encourage listeners to play the New York lottery. The humorous and slightly annoying meow gets the listeners attention.
Ad Objective:
The objective of the ad was to appeal to individuals to play the New York lottery.
Target Market:
The tarket market is all listeners. There are no age limitations to who this ad would appeal to.
Actions Listeners can take:
Listeners are encouraged to play the New York lottery.
Value Proposition:
The value position is that the New York lottery wants more participants to play the lottery.
Radio Ad Five: “Dad Song”
Wieden + Kennedy
Old Spice
2015
Here is a link to the Radio Ad “Dadsong”
Brief Description:
This add uses various individuals singing a humorous catchy song to capture the listeners attention.
Ad Objective:
The objective of the ad was to advertise and sell Old Spice.
Target Market:
The tarket market is all listeners within families that have young boys or men.
Actions Listeners can take:
Listeners are encouraged to purchase Old Spice.
Value Proposition:
The value position is by using Old Spice boys turn into real men.