| THE WINNERS - Effectiveness | ||||
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| Aerial for best use of radio to drive sales | ||||
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| Winner | Highly Commended | |||
| Advertiser | Sainsbury's Supermarkets Limited | Advertiser | McNeils / Benecol | |
| Title | Here's the deal, here's the idea | Title | Classic FM Sponsorship | |
| Creative Agency | AMV BBDO | Media Agency | Carat | |
| Media Agency | PHD | Planning Team | Helen Adcock | |
| Planning Team | Tom Roach/Maria Ballard | Sponsorship Team | Rowena Johnson | |
| Download MP3 (right-click & save) |
Download MP3 (right-click & save) |
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| Sainsbury's Supermarkets Limited The ambition for Sainsbury's radio activity was to get customers to pick up one or two new items every week, thus increasing their weekly spend. The flexible "here's the deal...here's the idea" campaign was proven to consistently deliver sales every week, providing Sainsbury's with a huge increase in sales across the last three and a half years and a very healthy return on their investment. | ||||
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| Aerial for best use of radio to drive consideration | ||||
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| Winner | Highly Commended | |||
| Advertiser | Churchill | Advertiser | Orange | |
| Title | Mandarin | Title | Animals | |
| Creative Agency | WCRS | Creative Agency | Fallon | |
| Media Agency | MediaCom | Media Agency | Initiative | |
| Planning Team | Rebecca Collins/Jane Boddington | Planning Team | Sean Pattison | |
| Buying Team | Stacy Pratt | Buying Team | Tom Drummond | |
| Download MP3 (right-click & save) |
Download MP3 (right-click & save) |
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| Churchill Churchill needed to ensure that they were still being considered by insurance buyers even if they didn't make the Top 3 price-list on online insurance aggregator sites. Research demonstrated that radio increased Churchill's '1st preference insurer' rating by 17% over TV alone. When compared against RadioGauge benchmarks, Churchill's overall brand consideration score was more than double that of other brands in the finance market. | ||||
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| Aerial for best use of radio to drive awareness | ||||
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| Winner | Highly Commended | |||
| Advertiser | West Midlands Casualty Reduction Scheme | Advertiser | Volvic | |
| Title | Death Calling - Talk & Text Campaign | Title | Unleashing the Nation’s Volcanicity | |
| Creative Agency | Global Ideas (Birmingham) | Creative Agency | Global Radio and Bauer Media | |
| Download MP3 (right-click & save) |
Media Agency | Mediaedge CIA | ||
| Planning Team | Helen Russell/Pete Kemp | |||
| Buying Team | Gemma Labadini | |||
| Download MP3 (right-click & save) |
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| West Midlands Casualty Reduction Scheme The West Midlands "Death Calling" campaign to reduce mobile phone usage in-car was a great success. Awareness of the campaign doubled, with two-thirds clearly recalling the message of "don't use your mobile phone when driving." This carried through into behavioural change, demonstrated by a 74% increase year on year in the number people claiming that it would make them not use their mobile phone when driving. | ||||
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| Aerial for best use of radio to drive response | ||||
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| Winner | Highly Commended | |||
| Advertiser | Direct Line: Motor Insurance | Advertiser | Orange | |
| Title | Disruption | Title | Gigs and Tours | |
| Creative Agency | M&C Saatchi | Creative Agency | Fallon | |
| Media Agency | MediaCom | Media Agency | Initiative | |
| Planning Team | Edward Pizey | Planning Team | Sean Pattison | |
| Buying Team | Stacy Pratt | Buying Team | Tom Drummond | |
| Download MP3 (right-click & save) |
Download MP3 (right-click & save) |
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| Direct Line: Motor Insurance The primary aim of the Direct Line radio campaign was to influence consumers before they searched for insurance or visited price comparison websites. Thanks to clever targeting across relevant days and day parts, the activity successfully disrupted traditional insurance search patterns online and stimulated over 32,000 quotes for Direct Line at a cost-per-quote 50% cheaper than targeted. | ||||
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| THE WINNERS : Creativity | ||||
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| Aerial for best sound design | ||||
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| Winner | Highly Commended | |||
| Advertiser | ZSL London Zoo | Advertiser | McDonalds | |
| Title | The Animals | Title | Icicles | |
| Creative Agency | Next Door London | Creative Agency | Leo Burnett | |
| Media Agency | Next Door London | Creative Team | Phillip Deacon/Bertie Scrase | |
| Creative Team | Craig Kind/Paul Nowikowski | Creative Director | Jim Bolton | |
| Creative Director | Craig Kind/Paul Nowikowski | Producer | Adam Furman | |
| Producer | Cathy Mason | Facility House | Factory | |
| Facility House | Candle Music | Sound Engineer | Anthony Moore | |
| Sound Engineer | Ben Ash | Download MP3 (right-click & save) |
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| Director | Ben Ash | |||
| Production Company | Candle Music | |||
| Download MP3 (right-click & save) |
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| ZSL London Zoo Its clever use of sound mixing, creates a charming and simple message that's a pleasure to the ear. | ||||
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| Aerial for best direction | ||||
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| Winner | Highly Commended | |||
| Advertiser | Department for Transport | Advertiser | Department for Transport | |
| Title | Search | Title | Live with it - Callum | |
| Creative Agency | Leo Burnett | Creative Agency | AMV BBDO | |
| Media Agency | Carat | Media Agency | Carat | |
| Creative Team | Tony Malcom/Guy Moore | Creative Team | Mike Bond/Ben Hunter | |
| Creative Director | Jonathan Burley | Creative Director | Paul Brazier | |
| Producer | Adam Furman | Producer | Paul Burke | |
| Facility House | Grand Central | Facility House | The Lab | |
| Sound Engineer | Munzi Thind | Sound Engineer | Andy McLennan | |
| Download MP3 (right-click & save) |
Production Company | The Lab | ||
| Download MP3 (right-click & save) |
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| Department for Transport Direction that instantly puts you into the heart of a real-life situation to chilling effect. | ||||
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| THE WINNERS : Aerials Creative Challenge | ||||
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| Aerial for best ad by an existing advertiser | ||||
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| Joint Winner | Joint Winner | |||
| Advertiser | Marie Curie Cancer Care | Advertiser | Department for Transport | |
| Title | Guitar | Title | Search | |
| Creative Agency | DLKW | Creative Agency | Leo Burnett | |
| Media Agency | Maxus | Media Agency | Carat | |
| Creative Team | Jocelyn Fiske | Creative Team | Tony Malcom/Guy Moore | |
| Creative Director | Steve Boswell/Steve Drysdale | Creative Director | Jonathan Burley | |
| Producer | Miles Nathan | Producer | Adam Furman | |
| Sound Engineer | Ashley Smith | Facility House | Grand Central | |
| Download MP3 (right-click & save) |
Sound Engineer | Munzi Thind | ||
| Download MP3 (right-click & save) |
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| Marie Curie Cancer Care Successful use of warmth and compassion to engage listeners in a difficult message. Department for Transport A powerful demonstration of an alternative perspective on the effects of drink driving. | ||||
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| Aerial for best ad by a new advertiser | ||||
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| Winner | Highly Commended | |||
| Advertiser | Otrivine | Advertiser | Tourettes Action | |
| Title | Senses - City Street | Title | Post Office | |
| Creative Agency | Saatchi & Saatchi | Creative Agency | Eardrum | |
| Media Agency | Global Radio Services | Creative Team | Martin Sims | |
| Creative Team | Dave Govier/Levi Slavin | Creative Director | Martin Sims | |
| Creative Director | John Pallant | Producer | Janet Clarke | |
| Producer | Rebecca Williams | Facility House | Angell Sound | |
| Facility House | Wave | Sound Engineer | Rob Townsend | |
| Sound Engineer | Tom Heddy | Director | Martin Sims | |
| Director | Steve Sidwell | Production Company | Eardrum | |
| Production Company | Jeff Wayne Music | Download MP3 (right-click & save) |
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| Download MP3 (right-click & save) |
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| Otrivine Clever use of a symphony of sound to bring the brand benefit to life. | ||||
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| THE WINNERS - GRAND PRIX | ||||
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| Most Outstanding Entry |
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| Winner Department for Transport |
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| Creative Agencies | AMV BBDO, Leo Burnett | |||
| Media Agencies | Carat, Starcom | |||
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The DfT has been one of Commercial Radio's most consistent advertisers for many years, in terms of both level of investment in the medium and quality of creative work. They have constantly and unfalteringly pushed the radio creative boundaries over this time, using challenging and powerful approaches that deliver their message brilliantly, and are appreciated by the listener.
It's fantastic therefore that this commitment to quality radio has been rewarded with multiple success in this year's Radio Advertising Awards for two separate campaigns. "Search" won two Aerial Awards - 'Best Existing Advertiser' and 'Best Direction' - and "Live with it - Callum" was also commended in the Best Direction category. Their commitment to top quality radio advertising is highly valued by the radio industry, and makes the Department for Transport deserved winners of this year's Grand Prix. N.B. Most Outstanding Entry is chosen by RadioCentre management based on recommendations made by the judging panels. |
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| Media Agency of the Year | ||||
| Winner MediaCom |
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A word from Andrew Harrison - CEO, RadioCentre
"This is the second year we have recognised our Media Agency of the Year, and the competition has been even more intense this time around, making the decision tougher than ever. We were looking for the agency that has done the most across the last 12 months to support radio's position with their clients. When reviewed against the criteria for entry, the winning agency shone through on a number of levels:
Honourable mentions should also go to Mindshare, who were a close second; last year's winner Universal McCann, for another strong year; and Starcom, for their continued ground-breaking work on COI." N.B. Media Agency of the Year is chosen by the RadioCentre board according to criteria published on the awards website. |
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