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What made 'Dumb ways to die' & other Radio Lions winners click?

25-June-2013
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What made 'Dumb ways to die' & other Radio Lions winners click?

Jury for Radio Lions was looking for spots that were simple, fast and non-complicated. Spots that clicked with the audience, served the purpose and leverage radio for its strength – music. exchange4media takes a look at few top winning entries of Radio Lions this year to understand what made these campaigns click…

Traditional jingle all the way
‘Dumb ways to die’, the show stealer at Cannes this year is a perfect example of how good content will be accepted in every form. The campaign that won five Grand Prix across Direct, Film, Integrated, PR and Radio Lions, 18 Golds, 12 Silvers and two Bronze clicked with the jury immediately for its simplicity, catchy tune and mainly for how the song manages to integrate the message seamlessly. ‘Dumb ways to die’ is a classic example of how a catchy song can create success through the traditional jingle route on radio.

Click here to listen to the jingle 2: audio

Dumb ways to die was designed by McCann Melbourne as a message by Metro Rails to avoid accidents.

The classic approach
Time and again storytelling has been defined as the most effective form of communication. Unilever’s Ragu campaigns not only managed to create a story in each spot but also gave out a strong message along with the Ragu advertisement. Unilever’s campaign for Ragu that highlighted sharing among kids managed to integrate the brand message very effectively in a mere one-line story where a kids complaints to his mother about his sibling taking his toys; to which the mother explains about sharing. The campaign won a Gold in the Radio Lions category.

Click here to listen to the jingle 2: audio

Similarly, Ragu’s roll call and shoes campaign hit it off because of the way the message was integrated in a song. Each radio spot was based on a different situation with the message being conveyed in the form of a short song.

Click here to listen to the jingle 2: audio

All Ragu spots were designed by BARTON F. GRAF 9000 New York.

The song of success
Dove’s auto tune campaign was yet another example of a winning song. Along with the catchy beats came the brand message that was simple, fast and non-complicated.

Click here to listen to the jingle 2: audio

The spot was designed by Ogilvy & Mather London.

The winning radio entries in Radio Lions this year pointed out that radio is a medium of music and that is what will always work best. Listeners tune into radio for music and brands communicating through songs is surely something that audiences look forward to.

What marketers need to understand is that the beats need to catchy and the content rooted. Mere lyrics’ highlighting the brand is not what is required. Brands need to be smart about using the traditional jingle in a modern manner.

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