Client partner: First Radio
Research project: Local Gets Vocal
They are sales specialists who provide a range of advertising opportunities through spot, sponsorship, promotion and digital campaigns. They aim to show big brands that local radio advertising is cost effective and has many other benefits besides.
First Radio Sales are operating in a marketplace that has become ‘networked’ with large radio groups developing national brand opportunities for buyers.
Rather than try and compete with other large groups, they decided to show that local radio is valuable to big brands in its own way.
In order to show big brands the benefits of local radio, we turned to local radio listeners. First of all we ran a research project surveying over 800 commercial radio listeners. We then filmed 20 depth interviews with the same audience to provide evidence and context for the themes that emerged from the larger survey.
Listing all of the findings would take ages, but here are some key results that showcase the strengths of local radio for big brands:
- People have a deep emotional connection to their local area: they eat, shop, and play locally.
- First Radio local stations produce greater listener engagement: they are more impactful and produce more brand action.
- Brands that advertise with First Radio feel more familiar, honest, relevant, and local.
The research also showed that local radio listeners are just as cosmopolitan and tech savvy as their national commercial radio counterparts, an important consideration for advertisers.
Now we had the research data, we needed to present it in a way that displayed the details to their full potential while simultaneously holding the audience’s attention.
The 90 second animation was used to present the findings of the research in broad strokes, without detracting from the more detailed findings presented in the full report.
Take a look at the animation and presentation samples and see how our creative team turns data and insight into something much more.