You could be forgiven for thinking that radio advertising consists solely of 30s spots, broadcast at regular intervals. But canny advertisers are going beyond the commercial break to get their message across – by hijacking the conversation, messing with the format, or using technological innovations.
To mark our new Innovative Use of Radio sub-category at the D&AD Professional Awards, we look at a number of innovative radio ad campaigns that went beyond the spot.
No Name Match
Paraguay has a high number of children under one year of age without a birth certificate, 24% are not enrolled in civil registration, and this number grows to 35% in Indian children. In essence, this means they have no official identity. With the upcoming presidential election, ONIRIATBWA’s job was to work with UNICEF to make candidates commit to actions that would ensure the children of Paraguay receive an official ID.
A Football Match With All Nameless Players? Watch UNICEF's Film Here
One in eleven deaths caused by car accident involves drink driving. To raise awareness, Serviceplan München installed small radio stations in the shape of wooden crosses throughout Hamburg, at actual locations where car accidents caused by drink happened. Through these, radio spots played describing the accident by the deceased victims: ‘radio ghosts’. While stationary, a driver’s attention was drawn to the cross by a personal address from the radio ghost.
Discover Johanniter-Unfall-Hilfe's Haunting Campaign, 'Radio Ghosts'
DJs love to talk. So to promote the season premiere of TV show ‘Secret Diary of a Call Girl’ Draftfcb New Zealand gave them something worth talking about: a high-class, S&M savvy call girl working from a bedroom directly opposite their studio window.
Of course they couldn’t help but broadcast their saucy observations to the world and as predicted other stations immediately picked up on the story. Then on premiere night with public interest at its peak, the actress slowly closed the blinds on her eager audience and revealed this message: ‘Secret Diary of a Call Girl. 9:35 Tonight on Prime’.
Watch Draftcb New Zealand's Provocative Radio Campaign
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.