Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness


The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how Allianz, the insurance company, increased sales in Australia by owning the moment people realise they need to make a claim.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Tomtom International resurrected a dying market in Portable Navigation Devices (PNDs) in Germany and the UK.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fundacion Exito, the social responsibility arm of the Exito Group of retail stores in Colombia, conducted a campaign to detect hearing defects in school children.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Unilever India reached remote regions to promote a range of its products and increase brand awareness.


Effie Worldwide, Finalist, North America Effies

This case study explains how Hotels.


Juan Chasan, Orlando Riebman and Pablo Cibella, ESOMAR, Latin America, April 2015

This paper assesses radio audiences in Venezuela, and argues that this often under-valued channel deserves more attention.


Article

NSPCC: Pants
Case Studies on Warc, Warc 100, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.


Jon Miller, Nielsen, March 2015

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.


Thom Noble, Admap, April 2015

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

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CASE STUDY

Alfa: The Hijack

Getting a top radio station to deliver a brand message