Radio and Cosmetics
Think Cosmetics marketing doesn’t work on radio? Think again.
Women have a huge emotional connection with their cosmetic brands, which makes the emotionally-driven aspect of radio the perfect tool for demonstrating what beauty feels like - not what it looks like.
Radio listeners rely on senses other than vision to process brand messages, and this is why radio, sometimes in conjunction with other mixed media, is much more personal, much more impactful, and much more powerful in terms of ROI.
And because both neuroscience and the IPA can back this up with studies into the effects of emotionally engaging campaigns versus rational campaigns, there’s every reason why radio should form part of your cosmetics campaign.
Case Study — Clinique Moisture Surge Tinted Moisturiser
We worked with Clinique to launch a multiplatform campaign on heart.co.uk that raised awareness amongst female listeners and communicated the message that “Clinique is the #1 premium foundation brand in the world”.
It consisted of fully integrated online activity - including a competition, an advertorial ‘on the go guide’, high impact takeovers of Heart.co.uk, a newsletter, mobile app sponsorship and a vodcast - within the Heart ‘Style section’ over a five week period.
In addition, promotional on air AVs ran for the first week, and drove traffic to online contests with prizes of up to £1000.
Over fourteen thousand listeners entered the online competition, and a huge 32% of those opted in to receive more information from Clinique about new products and offers.
Radio and Travel
Travel marketing on the radio doesn’t just hit the mark - it hits five of them.
Radio based travel campaigns regularly blow away targets in the five key areas of testimony, emotion, social, amplification and ROI.
And that’s what makes it the perfect, all-inclusive medium to get your travel message across.
Radio and Finance
Right now, marketing financial services has never been tougher.
The financial industry is emerging from a difficult few years, and any message that aims to convince consumers that their money will be safe needs to work a little bit harder to make that emotional connection.
And because people also looking to make every single penny count in these financially testing times, any message must communicate a distinct set of values loudly and clearly.
Radio does just that. And it works. Here’s why:
Trust - An Ofcom survey (2010) identified radio as being the most trusted source for any type of communication.
Emotional engagement - A radio station’s strong brand values encourage motivation and our own Global Science of Sound Research proves that visual processing of sound, personalisation of images and imagined communities are all activated within the brain when listening to radio.
Engagement with the medium: Recent research conducted on behalf of a number of media companies highlighted that High Net Worth clients with assets of £500k or above are less likely to read a newspaper every day but 76% of them listen to the radio.
Pure audiences: Across the board, radio delivers, and we can demonstrate this with a strong AB audience across Classic FM, LBC & Heart for higher-end clients and Capital, Heart, Gold & Choice for retail clients.
Delivery on key brand metrics: Research has shown that financial campaigns deliver lasting results across brand affinity, consideration and awareness.
ROI: a Millward Brown study of the Radio Multiplier Effect on TV calculated that if a brand redeploys 10% of its TV send onto radio, the result is 15% uplift in total awareness generated. In other words, radio gives financial clients more brand presence for their buck.
Case Study — Towry
Wealth Managers Towry wanted to advertise for the first time in their history. They had a small budget, for which standout and a competitive edge were a must.
Towry turned the tables on their industry by embracing the negative aspects of wealth management and creating Alex, an ‘anti-ambassador’ who represented everything the public didn’t like about their field. Towry then used this character to distance themselves from the untrustworthy image of that financial industry that this anti-ambassador represented.
The overall message was that trusting anyone other than Towry was a mistake, and this was communicated by:
Classic FM handing the airwaves over to Alex with his own 10 week show, which was a first in radio advertising.
Giving Alex his own presenter page and profile at classicfm.com, interviewing him in ClassicFM magazine, and allowing him to correspond with readers via his own station email address.
Gaining support from The Daily Telegraph in their daily cartoon strip which ran a ‘life imitating art’ sub-plot of Alex hosting his own radio show built into the storyline of the cartoon itself.
Running additional promotions for the show, based on the behaviour of consumers who interacted with Alex’s Facebook, fan-mails, Twitter, Linked-In and his 2011 ‘Best of’ book.
The Results (from Crowd DNA/Telegraph Opinion Panel-Pre/Post Campaign Research) were impressive and included:
30% unprompted recall of the campaign rising to 46% when prompted.
And for those that recalled the activity:
66% Agreed they found the campaign enjoyable.
45% Agreed the activity told them something they didn’t already know about Towry.
39% Agreed the campaign gave them a better impression of Towry.
30% Agreed the campaign made them want to find out more about Towry.
In short, the number of clients who would consider Towry as a financial partner increased by 8% points amongst those with investments, which this figure doubling to a 15% point increase amongst those with investments worth over £50K.
Case Study — NS&I
NS&I have been title sponsors of the Hall of Fame show on Classic FM for 12 years.
During that period, advertising awareness for NS&I has more than doubled as a direct result of their sponsorship of the show, with more than two third of listeners being able to recall one of the sponsorship clips, and listeners in general selecting NS&I over and above their competitors for in terms of trustworthiness, security, and product range and relevance.
Sponsorship of programming reinforces airtime spend and increases brand awareness.
Source NS&I 2012 Research Wave 2, BDRC Continental
Case Study — NS&I and the Classical Brit Awards (2008)
NS&I’s relationship with us also reaches into event sponsorship, and the key message, invest in the future of classical music, was placed on at the Classic Brit Awards on the programmes booklet, plasma screens and other auditorium signage, and together with announcements made by presenters, have played a key role in awareness of the sponsorship - and the company.
In terms of awareness of NS&I’s sponsorship elements, the auditorium sponsorship activity had the greatest impact on respondents, notably the programmes, logos on plasma sceens and announcements made by presenters.
What’s more, most Classic FM listeners interviewed had also heard some form of on-air trailer for the event and were positive about the company - leading them to buy tickets and ask to receive event updates.
Overall, the event gave NS&I an impression of quality, class, respectability, modernity, one of family values and Britishness
And it gave us another happy client at Global Radio.
- Customer Insights, Case Studies
Radio, Film and Game
Film and Games is a huge industry in its own right - and contrary to what you might think, this category as a whole is one of the biggest spenders across radio, despite its reliance on visual media.
Why? Because of the strength of our brands and audiences. Our listeners tune in for all kinds of reasons, but their broad range of interests and passion points mean they often take the key messages they hear - which include new film and games releases - and talk about them with friends, family and colleagues.
Tactical radio airtime is vital in generating this awareness and excitement, and it can create immediacy via creative audio solutions, trust via endorsements from respected sources, and intrigue via specially adapted editorial that can bring characters, plots and concepts to life.
And because our brand portfolio is so diverse, we can promote virtually any game or film, whether its Capital FM for the blockbusters, Heart for family oriented titles, or Xfm for niche viewers and gamers.
Case Study — Alvin & The Chipmunks
To promote the release of this film, we integrate the central (and well-loved!) character of ‘Alvin’ into our music and entertainment content.
On Heart, we entertained kids whilst appealing to adults across the festive period with a natural, fun and engaging show where Alvin co-presented a Christmas special with Jason Donovan.
The release also co-incided with our massive hit music event Jingle Bell Ball at the O2, which gave us the opportunity to tap into the kind of behind the scenes content our audience love - and we asked Alvin to interview the stars of the Jingle Bell Ball on the red carpet. Over and above this, we arranged some special time for Alvin with Global’s The Wanted, seamlessly integrating Global Talent’s resources into a Global Radio solution for the client.
The campaign received over 2 million entries to Alvin competitions and over 300,000 people watched our high profile stars being interviewed by Alvin for at least three minutes on dedicated Alvin pages on capitalfm.com.