The relaunch of the National Network Radio packages in May was the kick-start needed to put Spangles onto radio last month. A three-week campaign was intended to reposition the sweet as a cult brand among older audiences who remember Spangles.
Says Josh Fuller, group head at MediaCom: “The target was 35-plus adults, so we were primarily using Gold stations. The campaign, using 40-second commercials, started at the end of May, with the initial burst for three weeks.”
“It is a retro approach – re-introducing the brand to people who remember it and, if successful, extending the campaign to a younger audience.”
The decision by some motorway service station operators to develop their sites into more of an entertainment experience is going to result in considerable media activity. In one of its first campaigns since its appointment, Young & Rubicam used radio for the launch of the new M11 site from Welcome Break over the two May bank holidays.
There was also a second campaign covering the major motorway networks aimed at the wider travelling public. Media group director at Y&R John Heales comments: “One of the biggest problems with motorway service areas is that most motorists fill up with fuel, use the toilet and go. The campaign attempted to get these motorists to recognise that the service areas from Welcome Break have much more to offer.”
Stations used included Capital, Essex and Q106 in Cambridge for the M11 opening. City, Clyde, BRMB, GWR, Red Dragon, Swansea, Piccadilly, Aire, Hallam and Great Yorkshire Gold were used for the wider campaign.
Clearasil Max from Procter & Gamble made its debut on Atlantic 252 for a solus campaign at the end of May. The high-strength spot cream is using a creative treatment featuring a parody on the film Sex, lies and videotape through DMB&B. Post-campaign awareness research is planned.
Charity campaigns have produced some of the most evocative and stunning creative treatments for radio. The debut work from Christian Aid broke last month in London through BBDH and John Ayling & Associates. It featured a variety of creative treatments, based around the message that people the world over, whatever their backgrounds and problems, are still human beings in need of help.
Using stations including Melody FM, Capital Gold, Capital FM and London News Talk, the series of 60-second commercials ran for two weeks, aimed at all adults.
Sophie Houdret, account manager at Butterfield Day Devito Hockney comments: “The campaign asked if we are all the same, why do we live so differently? The work was timed for Christian Aid week – and we used radio in London because it has provoked a good response for other charities. It allowed us to down-weight our TV spending in the South-east.”
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