Magazine article Marketing

Radiowatch: Autoglass - 'Heroes'

Magazine article Marketing

Radiowatch: Autoglass - 'Heroes'

Article excerpt

Radio clearly wasn't an afterthought with this campaign.

Unlike the majority of ads on air it is simple and effective, and it doesn't rely on any gimmicks, caricature voices or irritating sound effects. Once the necessary sonic logo is over, the execution relies solely on employee Gavin to talk us through the benefits of Autoglass, leaving the lasting impression that it is a friendly and accessible company.

One of the key strengths of radio is the strong and honest relationship that it has with the listener. The Autoglass creative takes full advantage of this, as Gavin explains how he can repair chipped and cracked windscreens, using specific examples to reinforce the message. There are no unnecessary sound effects or cheesy one-liners: simply a clear and uncomplicated message about why consumers should use Autoglass.

This contrasts with so many other ads where, more often than not, you can barely remember the advertiser, let alone its key message. With about 15 minutes an hour of this type of wallpaper running on certain radio stations, is it any surprise that commercial radio is having a tough time? …

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