by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
25 SEPTEMBER/OCTOBER 2010 CAMPAIGNBRIEF RADIO 24 CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2010 Joan Warner, chief executive officer of Commercial Radio Australia, said this was an excellent result, with several of the award winning ads also 2010 Sirens winners. “The Australian industry has been working hard over the past few years to improve radio ads and recognition at renowned interna- tional festivals is very important, ” Ms Warner said. “This is the fourth year in a row that Sirens winning ads have made it to the shortlist at Cannes with the 2007 winner taking out the Radio Grand Prix and the 2008 winner taking out a Silver Radio Lion.” This year’s Gold Sirens winner, and the CRA entrant into the Cannes Radio Lions was a spot called ‘Clothes’ for international brand Tena, developer of absorbent hygiene products. It was written by Julian Schreiber and Tom Martin from agency, Clemenger BBDO Melbourne. Sirens Judge, John Mescall from Smart, Melbourne said about the ad: “What I loved about the Tena work is how it took a pretty sensi- tive subject matter and delivered a benefit, with a brand of humour that was empathetic to the target audience. When you put the words ‘humour’ and ‘incontinence pads’ together in the one sentence, in the wrong hands it would be a recipe for disaster. Not so here, and a very worthy winner.” Australian radio winnersatCannes Twelve of the seventeen Australian radio spots shortlisted for the Radio Lions at the Cannes International Advertising Festival were successful at this year’s Siren Awards, and went on to win either Silver or Bronze Lions. Judge, Craig ‘Moose’ Moore, cre- ative director from OneForAll, Sydney said: “It would have been easy to do something serious and boring for this, clearly they went the other way.” Ms Warner said the Gold Siren winning ad provided a great exam- ple of radio’s unique ability to deal with products that are a little more personal: “Products in pharmaceu- tical, hygiene and medical cate- gories are particularly well suited for radio because you can have quite intimate conversations with the consumer.” Silver Lion Clemenger BBDO Melbourne, Mars Pet Care ‘Car Ride’* Clemenger BBDO Melbourne, Mars Pet Care ‘Fetch’* Clemenger BBDO Melbourne, Mars Pet Care ‘Mail Man’* Meerkats Perth, HBF ‘Chaos’ Meerkats Perth, HBF ‘Sound of Nothing’ Meerkats, Perth, HBF ‘Your Passenger’* Leo Burnett Sydney, WWF ‘Earth FM’ Bronze Lion DDB Sydney, McDonalds ‘Buses’ DDB Sydney, McDonalds ‘Valet’* DDB Sydney, McDonalds ‘Waitress’* US Sydney, Luxbet ‘Lions versus Kangaroos’ Leo Burnett Sydney, Diageo Australia ‘Groceries’ *Sirens winners The national Siren Awards, now in their sixth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. A winner is announced in each of the three categories: single, cam- paign and craft as well as an overall winner who receives the Gold Siren. The awards are judged by the Siren Council, comprising creative directors and producers from adver- tising agencies and studios from throughout Australia. Siren Awards 2010 Overall Category Winner (Gold Siren) Tena ‘Clothes’ Agency: Clemenger BBDO Melbourne RECENTLY, COMMERCIAL RADIO Australia hosted a group of leading automotive industry executives in Sydney and Melbourne, taking them for a test drive around both cities to experience DAB+ digital radio as part of an automotive industry digital radio workshop. Key executives from leading car manufacturers participated in work- shops that provided an update on DAB+ digital radio internationally, detail of the signal coverage in the five state capitals, plans for the regional rollout, a session on auto- motive receivers and getting the best installation for mobile recep- tion, and information on the enhanced traffic and travel services possible with DAB+. Representatives from Land Rover, Jaguar, Volvo, Subaru, Volkswagen, Audi, Mazda, Mitsubishi, Nissan, Skoda, Chrysler, GM Holden and Ford attended the workshops. While the majority of radio listen- ing is still in the home (49%), in car listening continues to grow each year with 2009 Nielson ratings fig- ures showing 32% of radio listening occurs in cars.* “Digital radio is the future of radio in Australia and we are hosted the automotive workshops to engage with vehicle manufacturers and work closely with them on the integration of digital radio into cars and ensure the best possible recep- tion,” said Joan Warner, chief exec- utive officer, Commercial Radio Australia. Currently in car listening of DAB+ digital radio in Australia is available through the use of the Pure Highway in car adapter, the Bluestate aftermarket radio or by using a pocket DAB+ receiver. Further aftermarket devices are in development that could be installed into new cars and to cars already in the market. In Europe, where many leading overseas motor vehicle manufactur- ers are based, digital radio is on air in nearly 40 countries. In car devel- opment for digital radio is being led by countries in Europe. More than 2 million cars are imported each year into France and last year the French government passed a law requiring all cars sold in France from 2013 must have a digital radio. This has prompted chip manufac- turers to develop a chip module that would enable a digital radio receiver in the car to pick up multi- ple standards which is essential when driving throughout Europe and would ultimately benefit Australia as it would include the DAB+ capability. *Source: Nielsen radio ratings aver- age of five capitals, place of listening, Mon-Sun 5.30 am – 12 midnight, Survey 1-8 2009. Enter your radio ad into the 2011 Siren Awards and be in the running to win a trip to Cannes next year: www.sirenawards.com.au Writers: Julian Schreiber and Tom Martin Siren Awards 2010 Single Category Winner (Silver Siren) Tena ‘Clothes’ Agency: Clemenger BBDO Melbourne Writers: Julian Schreiber and Tom Martin Siren Awards 2010 Campaign Category Winner (Silver Siren) Network Ten ‘Glee launch’ Agency: Network Ten, Sydney Writer: Andrew Garrick Siren Awards 2010 Craft Category Winner (Silver Siren) HBF ‘Passenger’ Sound Engineer: Paul Taylor Production Studio: Eardrum and Sound Reservoir, Sydney 2010 SIREN WINNERS Clemenger BBDO, Melbourne’s Tom Martin and Julian Schreiber awarded the Gold Siren from ARN’s Ant and Becks at the Siren Awards in Melbourne Wish you were here in 2011? Clemenger BBDO, Melbourne’s Tom Martin and Julian Schreiber outside the Majestic Barriere Hotel in Cannes in June this year Digital radio and cars Getting digital radio into cars is a priority for the commercial radio industry. Digital radio and advertising Here are some ideas on how to use digital radio for advertising. The advantages of digi- tal radio are: *it provides varied creative opportunities beyond 30 sec audio ad *it allows you to bun- dle text and images together with audio *opportunities for sponsored short-term or pop up stations like Pink Radio *it provides new digital only stations and on some receivers pause and rewind *many of the formats are more niche and targeted, allowing advertisers to focus on specific demographics * integration with online like displaying phone numbers, special offers, website addresses * greater interaction with audience FIRST IN ENTERTAINMENT MEDIA SOLUTIONS
May June 2010