Radio Effectiveness

Information and insights on radio as a marketing channel

Radio Effectiveness

Allen Eric, Siddhartha Loiwal and Aditya Save, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how Mediker, an anti-lice treatment for children, targeted mothers in rural India. Traditionally positioned on a functional benefit of painless lice removal, Mediker had a clinical image, seen by mums as relevant only as a last resort.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a public information campaign by Yorkshire Water, the UK water company, which used a multichannel approach to raise awareness of various internal flooding risks. The campaign included radio, bus and online ads, in addition to direct mailings.

Steve Oakes and Adrian North, Journal of Advertising Research, Vol. 53, No. 4, 2013
Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements. In this study, experiments showed how dance music enhanced (while classical music diminished) the desired image for the university as modern, exciting, and trendy.

Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias. Three target groups were identified according to their role and position in the hierarchy of the groups, and a comprehensive demobilisation and 'reinsertion' (into society) scheme promoted in different ways to each.

Milan Agnihotri, Ben Chew and Gavin Goh, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks – the country's number one cause of death – in support of World Heart Day 2012. The campaign's objective was to encourage listeners of BFM 89.9 to discuss their susceptibility with their doctors.

Allen Eric, Siddhartha Loiwal, Aditya Save and Monaz Todywalla, Warc Prize for Asian Strategy, Bronze, 2013
This case study describes how Mediker, a brand synonymous with anti-lice treatment for kids, targeted mums in rural India with a new brand message. Traditionally positioned on a functional benefit of painless lice removal the brand had a clinical image, seen by mums as relevant only as a last resort.

Apeksha Wallia, Warc Prize for Innovation, Entrant, 2013
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. Research revealed that Indians were smiling less due to poor oral hygiene.

Case Study

IKEA: Moving Day
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual 'Moving Day' event, when up to 225,000 people all move house on the same day.

Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Netherlands-owned TNT Express aimed to boost awareness of its international express delivery service with this multi-market European campaign. A key target group was clients and prospects in the Dutch SME market.



Radio Ad Effectiveness

An overview from the Advertising Research Foundation



Warc's pick of the most effective case studies


How to understand radio audiences

An overview of key trends in audience methods and metrics


Alfa: The Hijack

Getting a top radio station to deliver a brand message