#Sempl16 ralph vandijk
Transcript of #Sempl16 ralph vandijk
People do not
listen
to radio ads
They listen to what
interests them.
...Sometimes it’s a radio ad.
Reality Check
For Advertisers
Eardrum Mantra
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
‣ “Relevant Cleverness”
The Eardrum Mantra
The Brief
The ONE THING creatives want
from a brief ... is ONE THING
If you have MORE than one
message, make MORE than one
ad
The Brief
Turn the brief into one line
RADIO brief
“IKEA: We’ll install your kitchen and save you stress”
“HBF Health Insurance: Their priority is to keep me healthy”
“Snowy Mountains Brewery: We’re only interested in making good beer”
If you have MORE than one message,
make MORE than one ad
RADIOLOGY
Have
- Have regular Brand
Conversations
- Reflect Brand Personality
- Focus on what makes
brand
stand out NOT what
makes them fit in
Brand Building
Consistently Radical
Radical Integration
‣ How to explode a small budget
Secret Diary of Call GirlText
http://www.youtube.com/watch?v=E8t34tZxbpg
Concept & Script Writing
‣ Radio looks easy. It’s not.
‣ Experience counts
‣ Listener needs to be co-author
‣ Make it relevant
‣ Make it personal
‣ Focus on consumer benefit
NOT product feature
Creative Review
‣Radio increasingly relevant
‣Not enough to REACH an audience
‣Need to MOVE them
‣RELEVANT
‣REGULAR
‣RADICAL
The Sound Of Radical Thinking
Everything You’ve Heard Is True
Text
@EardrumSydney
[email protected] @RalphVanDijk