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_ipbDeveloped by: IP Belgium
Title: R-Force: The power of the Radio
Target group: B2B
Date: 2016
Concept: A study by IP Radio, new methodology was designed to isolate the impact of radio spots on brand awareness (top-of-mind, spontaneous and aided), appreciation, recommendation and purchase intent. Overall, radio campaigns boost these brand KPIs by about 20%. Click here for egta’s article
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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_01Developed by: Rai Pubblicità
Title: Radiocompass 2017. A neuromarketing study that reveals radio’s power to influence consumers.
Target group: B2B/B2C
Date: February 2017
Concept: Employing neuromarketing methodologies, the Italian radio industry in cooperation with Neuromarketing Research Centre – Behaviour and Brain Lab at the IULM, showed how including radio in the media mix amplifies TV and digital, enhancing the overall results of a given advertising campaign. Click here for presentation _________________________________________________________________________________________________________________________________________

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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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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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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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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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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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

Organiser: UNESCO
Title: World Radio Day
Target group: B2B, B2C
Date: Ongoing
Concept: International initiative to celebrate World Radio Day
•    Events, ideas for celebrations, resources
•    Visit the website here ._________________________________________________________________________________________________________________________________________
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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Slovakia

Developed by: Rádio Expres, Fun rádio, Europa 2, Rádio Jemné, Rádio Vlna and Rádio Anténa Rock
Title: Rádio funguje! (Radio Works!)
Target group: B2B
Date: 2017 – present
Concept: Strongest commercial radios came together with a common interest of supporting image of radio as efficient and innovative medium. Dedicated website gathers facts, figures and case studies.
•    First edition of conference RÁDIO RULEZZ was organised in 2017 with speakers from top brand and agencies from the market.
•    Learn more: https://radiofunguje.sk/

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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

Developed by: Radiocentre
Title: Radiocentre UK is making marketers see radio differently
Target group: B2B
Date: 2016
Concept: Radiocentre, the industry body for UK commercial radio, came up with a “personalised” radio campaign that sought to persuade a range of marketers to invest more in radio and to see radio differently. Click here for egta’s article _________________________________________________________________________________________________________________________________________

Developed by: Radiocentre – former RAB (UK)
Title: Snapshots Behavioural Planning
Target group: B2B
Date: 2013 – present
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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