egta invited its members and partner organisations to showcase their initiatives to promote radio, to develop deeper relationships with marketers and to enhance the level of advertising creativity.

pub1egta Collections – an overview of television and radio promotion

This publication includes a compendium of media promotion and B2B initiatives from across Europe and beyond.

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pub2egtabites  - ideas worth sharing

Each week, egta publishes an idea worth sharing, a success story from one of our members. Typical features include snapshots about an advertiser-related case study, an industry initiative, a specific multi-platform campaign or a piece of best practice. These short articles help promote TV and radio as efficient advertising and communication media in the digital environment. Get inspired by innovative ideas!

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» Sales house initiatives

Austria

logo_rms_atOrganiser: RMS Austria
Title: Radio Research Day/Radio Award
Target group: B2B
Date: Annual.
Concept: Presentation of research findings by creative directors, market researchers and radio specialists
•    2013 event themed on “value.advertising.effect”
•    RMS awards media agencies and clients in three categories for successful radio campaigns
•    To learn more on Radio Research Day please click here
•    More information on Radio Award initiative is available here

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logo_rms_atDeveloped by: RMS Austria
Title: Texterworkshop
Target group: B2B
Date: Annual
Concept: Two-day workshop for young copywriters
•    Participants develop radio ads to a client brief, which are produced. Client selects winning spots
•    No cost to clients, but commitment to book at least one spot in the workshop year
•    Designed to valorise and increase the quality of radio copywriting
•    Project initiated by RMS in Germany

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Belgium

logo_medialaanDeveloped by:  Qgroup
Title: The 7 secrets of creative radio advertising
Target group: B2B
Date: April 2013
Concept: Media agency event/workshop to promote book on radio advertising creativity by Tony Hertz
•    Developed from a series of over 50 workshops carried out by Tony Hertz for Q-Music (NL/BE)
•    Book on radio advertising creativity produced in sales house branding
•    Workshop for about 70 participants from advertisers, agencies and production houses delivered by Hertz
•    Click here for egta’s article

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logo_ipbDeveloped by: IP Belgium
Title: Ultraspot
Target group: B2B
Date: Monthly
Concept: Radio listeners vote for their favourite spot of the month with the opportunity to win prizes
•    A shortlist of spots is presented on www.ultraspot.be each month
•    Listeners have the chance to win prizes, including Samsung Galaxy smartphones and electrical goods
•    Ultraspot of the year awards the best spot from the monthly winners
•    The initiative is paired with IP’s www.iloveradioadvertising.be spot database

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logo_rmb_okDeveloped by: RMB
Title: Various
Target group: B2C
Date: Ongoing
Concept: Television and radio trails for radio events on the stations marketed by RMB.
•    Please click here to view the examples of campaigns

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logo_varDeveloped by: Var
Title: Get it on the Radio!
Target group: B2B/B2C
Date: November & December 2013
Concept: Multi-channel radio promotion, built around a catchy song and including audio, video, print and below-the-line media
•    The song Get it on the Radio talks about the various virtues of radio, song cut into shorter radio commercials
•    Accompanying video with pixelated graphics, available on YouTube
•    Print adverts including QR codes linking to relevant sections of the video
•    Click here for egta’s article

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Germany

logo_audioeffekt_okDeveloped by: RMS Germany and AS&S Radio
Title: Audioeffekt
Target group: B2B
Date: 2013 – present
Concept: A joint radio research brand
•    Analysis of the efficiency and effectiveness of radio advertising campaigns
•    Sales Effekt: short-term ROI (efficiency)
•    Brand Effekt: impact measurement using standard activation KPIs
•    www.audioeffekt.de includes research, case studies and further information

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Italy

logo_rai_02Developed by: Radio Rai
Title: Rai Pubblicità – World Radio Day presentation
Target group: B2B/B2C
Date: February 2017
Concept: Presentation about the Italian radio market. Click here
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Italy

logo_rai_02Developed by: Radio Rai
Title: Rai Pubblicità – World Radio Day spot
Target group: B2B/B2C
Date: February 2016
Concept: Radio spot celebrating World Radio Day with contributions from radios all around the world. Click here to listen to the spots.

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Italy

logo_rai_02Developed by: Rai Pubblicità
Title: Rai – NEWS FOR EVERYONE
Target group: B2B/B2C
Date: February 2016
Concept: Compilation of facts and figures showcasing the impact of radio as a news medium. Click here to download the PDF.

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Italy

logo_rai_01Developed by: Rai Pubblicità
Title: From broadcaster to crossmedia company – 20th Century Fox case
Target group: B2B/B2C
Date: December 2014 – January 2015
Concept: Cross-media campaign incl. Radio, TV and online
•    Special programming on Rai Radio1 and Rai Radio2
•   Making film soundtrack part of the station’s branding
•   Click here for more information about this cross-media campaign and examples of TV and radio spots

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Italy

logo_rai_02Developed by: Rai Pubblicità
Title: Rai Pubblicita – Easy to wear
Target group: B2B/B2C
Date: 2014
Concept: Promotional video highlighting the ubiquity of radio in the lives of its listeners. Click here to view the clip.

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The Netherlands

logo_ster_okDeveloped by: Ster
Target group: B2B
Date: July 2013
Concept: Radio spot promoting radio advertising alongside television on the Dutch public broadcaster’s stations


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logo_ster_ok_02Developed by: Ster/NPO
Title: Serious Request
Target group: B2B/B2C
Date: October 2013
Concept: Radio spot promoting radio advertising in December. Popular collaboration between public radio station and the Red Cross
•    Serious Request is a December radio show that can be seen as a radio promotion, a collaboration between 3FM and the Red Cross
•    DJs are locked into a glass house for six days, during which they do not eat
•    The DJs play request songs in exchange for donations to the Red Cross


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logo_538Developed by: 538/SLAM!FM
Title: Do You Hear What I See?
Target group: B2B
Date: June 2013
Concept: Complete audio takeover of the business magazine Creatie
•    Multi-layered sponsorship of Marcom ’13 (Adformatie)
•    Transformed the trade magazine Creatie into a spoken, audio-only edition available for subscribers to listen to
•    Click here to read the article in Adformatie (NL)

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logo_538Developed by: 538
Title: Brand Days
Target group: B2B
Date: Ongoing
Concept: Deep relationship building and concept development with clients
•    Senior representatives of 538 (sales and programming) meet with top management of client for a relaxed afternoon
•    Seeks to achieve relationship of partners and friends
•    Find best brand match between the brand and 538’s radio, online and television properties

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logo_538Developed by: 538
Title: transavia fanflight 538
Target group: B2C
Date: September – October 2013
Concept: Crowdsourced holiday with a tour operator, competition with 538 radio listeners
•    Cooperation between transavia, 538 and Sunweb, developed from a 538 Brand Day
•    Built on existing relationship and activities, including 538 radio shows on board transavia flights
•    Listeners chose destination and holiday details, tickets won on-air, strong social media component
•    Click here for egta’s article

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Slovakia

logo_expresDeveloped by: Radio Expres
Title: Radio Expres Breakfast
Target group: B2B – media agencies
Date: Ongoing, 2x per year
Concept: Radio Expres invites representatives from seven top Slovak media agencies for a B2B breakfast
•    Carried out directly in agencies
•    Client presentations prepared and delivered
•    Education about the radio market and the development of the medium
•    Information about the Radio Expres offer, including sales, promotional possibilities, Radio Expres activities and programme

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logo_expresDeveloped by: Radio Expres
Title: Expres regional project presentations
Target group: B2B – direct clients
Date: Ongoing
Concept: 16 presentations given across a week in the four largest Slovak cities
•    Education about the radio market and the development of the medium
•    Presentation of offer for SME segment

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logo_expresDeveloped by: Radio Expres
Title: Radio Expres Parties
Target group: B2C
Date: Ongoing
Concept: Themed parties for the station’s listeners across Slovakia
•    Please click here to view the examples of spots

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logo_expresDeveloped by: Radio Expres
Title: One year of your life for free
Target group: B2C
Date: Ongoing
Concept: Competition for listeners to win a car and one year’s free supply of telco services, clothes, weekly shopping at the supermarket chain Billa

 

 

» Industry initiatives

Global

logo_unesco_wrd14Organiser: URTI
Title: The biggest radio coproduction in the world
Target group: B2B, B2C
Date: 2014
Concept: International initiative to collect audio recordings about radio from people all around the world
•    Partnership initiative by the WRD International Committee
•    Recorded messages will be played out on radio stations throughout World Radio Day
•    Visit the website here
•    Read the press release here

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France

logo_battle_factoryDeveloped by: Le Bureau de la Radio and MEN AT WORK
Title: Battle Radio Factory
Target group: B2B
Date: Q1 & Q2 2013
Concept: Inter-agency competition for radio advertising creativity
•    All French advertising agencies are invited to submit written campaign proposals in response to a brief
•    19 participating agencies, 57 spots produced by MEN AT WORK
•    Grand Prix spots broadcast for 15 days on the 12 stations of the association Le Bureau de la Radio
•    Learn more: www.radiofactory.fr

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Germany

logo_radiozentrale_ok2Developed by: Radiozentrale
Title: Radio. Geht ins Ohr. Bleibt im Kopf (Radio. Gets into your ear. Stays in your head)
Target group: B2B
Date: 2007 – present
Concept: Promotional spots for radio advertising
•    For more spots please visit the Radiozentrale website (please click here)
•    Click here to listen to the playlist on YouTube
•    Special spot Ich bin Dein Radio to be broadcast across the country on World Radio Day (click here)

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Spain

logo_publicidad_siDeveloped by: Spanish advertising industry (pan-industry initiative)
Title: Publicidad Si!
Target group: B2B
Date: October 2013
Concept: Promotion of advertising campaign by the entire Spanish advertising industry to raise advertising’s role as an economic booster during a recession
•    Ten Principles set out advertising’s value to society and the economy
•    TV, radio and print ads “hijacked” by other advertisers to present an image of a strong, unified industry
•    Learn more: www.publicidadsi.es

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Switzerland

logo_goldbachDeveloped by: Goldbach Media
Title: Marketingrappen
Target group: B2B
Date: 2011 to present
Concept: Joint promotion by private radios in Switzerland, each station pays two Rappen (cents) per paid national second, matched by Goldbach Media
•    Joint venture of 35 Swiss radio stations and Goldbach Media
•    Central collection of funds to be used for radio industry promotional activities

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United Kingdom

logo_rabDeveloped by: RAB (UK)
Title: Snapshots Behavioural Planning
Target group: B2B
Date: 2013
Concept: An online planning tool to demonstrate the reach and success of radio campaigns
•    Fusion of IPA TouchPoints data and RadioGAUGE findings
•    Matching people’s daily activities with media usage across the day
•    Demonstration of how radio advertising performs for certain product categories in different activity profiles (e.g. commuting, travelling in car etc.)
•    Learn more: www.uksnapshots.com

 

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