Magazine article Marketing

Radiowatch

Magazine article Marketing

Radiowatch

Article excerpt

This month's Radiowatch, with its unusually limited telephonic component (only Carphone Warehouse, BT and Vodafone Retail), is an interesting mix of advertising life.

Traditional blue-chip spenders (Procter & Gamble's Always, Gillette, Nestle's Kit Kat, Kellogg's Corn Flakes), jostle with high street chains (Clinton Cards and Pizza Hut), while motor-related ads (Peugeot, Renault and the RAC) appear alongside three COI campaigns. The financial sector is represented by the Prudential and the utilities appear courtesy of Powergen.

And, while former Radiowatch dotcom stars such as Breathe.com are breathing no more, radio listeners cannot escape the e-revolution.

ISP Freeserve hits number five, with 27% recall, for ads promoting its HomeTime and AnyTime tariffs. M&C Saatchi's 30-second spots -- 'Maths Genius' and 'Train' -- were both voiced by They Think It's All Over presenter Nick Hancock.

Meanwhile, totaljobs.com, which launched a year ago, now claims to be one of the most effective online recruitment services. While previous TV ads showed people in the wrong jobs with the line 'Totally change your life', CDP's radio burst (joint number ten with 21% recall) has a new strapline, 'Works Wonders'.

The two ads, focusing on the effectiveness and breadth of the service, have been running nationally in drive time, boosted by sponsorship of Capital FM's daily 'Career Capital' slot.

One execution, called 'Gold Digger', features a man complaining that ever since he got a new job through totaljobs.com, women have been after him for his money, while 'Home Cooking' shows a young man reluctant to register with totaljobs.com because he knows he's certain to get a job and will have to leave his mum.

In joint 14th slot, the Scoot phone-based directory service is extending its brand presence to the internet. The bizarre Scoot character with the huge blackcurrant head has been thankfully consigned to television history as the brand's new agency, WCRS, has taken the brand off TV completely.

Its campaign, aimed at people who want to simplify their lives, is a mix of 75% radio and 25% print work designed to drive traffic to the scoot.co.uk site. The radio ads have been national, with a drive-time upweight, to encourage greater frequency of use, each built around an unlikely-sounding special occasion such as 'No Hairy Legs Day'.

The Freeserve, totaljobs.com and Scoot campaigns all aimed at a younger target market, emphasising that radio is one of the best routes to the notoriously elusive 15- to 24-year-olds. …

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