OK…..everyone remembers the poor guy that misses the crucial penalty in the shoot out. Chris Waddle, Stuart Pearce, Gareth Southgate, David Batty…..oh the list goes on.
Everyone remembers missed penalties,

And in the same way, everyone remembers bad adverts.

But you don’t hear Chris Waddle crowing about how wonderful it is that he missed his penalty!!

So why do some advertisers seem to be proud of producing intentionally annoying and bad adverts??

Memorable Doesn’t equal Annoying

There’s a lot to be said for radio advertising scripts and adverts that are distinctive and catchy. But being annoying is like taking your brand and lighting a match to it.

With brilliant radio advertising creative – you can be memorable and catchy and charming and gorgeous and attractive……without annoying anyone (apart from your competitors)

Memorable catchy Sung Jingles are making a comeback – the RAB themselves have been using this approach within their sophisticated ‘Britain Loves Radio’ campaign

Sonic Identities – have been little understood for decades but are now becoming an everyday currency in our work and daily conversations with new generation Marketing professionals.

Consistent Ad Characters can generate rapport for your brand – not just notability through annoyance

Then there’s Strap Lines that can charm, Offers that can stand out, Humour that can make us giggle hours later, Famous Music that takes us back, Imaginative creative that just blows us away.

There are so many ways to make radio advertising great.

Which is why at Radio Experts we build all of our client’s radio creative campaigns from the ground upwards. Understand the brief, understand the target, understand the brand. Place the ball on the spot and smack it into the top corner.

Anything else is just annoying.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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