Now only the birth rate can help
Radio marketing Ruf Lanz came up with a funny generic campaign to mark the 20th anniversary of private radio.
Radio marketing Ruf Lanz came up with a witty generic campaign to mark the 20th anniversary of private radio stations: "DRS 3 is now Zurich's No. 1" was the headline on the front page of 20 Minuten recently - bad news for all private radio stations. According to Radiocontrol, DRS 3 has the higher daily reach and the larger market share in the greater Zurich area than Radio 24, just three days after local radio stations patted each other on the back with the "Radio of the Year" award on RadioDay's 20th anniversary, the article clearly showed everyone the listener trend: while the SRG stations have once again made gains, almost all private stations have lost ground (see WW 28/03). Apparently, more and more ears are deaf to the hits of yesterday, today and tomorrow as well as to statistics that prove that the average age of listeners of public stations is higher. Since jingles have become the sole means of ensuring the independence of the almost homogeneous broadcasting programs, consumers are migrating to state radio stations. So it's high time to reflect on your own qualities and stand up to them with an image campaign.
More private radio - more babies
"We wanted a radio campaign that would be of national interest and make listeners in Graubünden sit up and take notice just as much as those in Welschland or Zurich," says Roland Baumgartner, VSP Board Member and Managing Director of Radio Argovia. At the same time, it should show advertising clients via the listener market that creatively surprising radio spots are well received.
But how do you make yourself heard when listeners go rogue? The agency commissioned, Ruf Lanz, saw the solution in Federal President Pascal Couchepin, who has similar concerns because fewer and fewer children and therefore fewer pairs of ears are being conceived in Switzerland. The radio commercials support Couchepin's appeal to do more in this regard. "With fun and humorous suggestions, of course," explains Markus Ruf. After the alphorn intro, different "experts" have their say in twelve spots, from the Kamasutra master to the urologist and the romance novel author. The resolution clarifies the not entirely altruistic intentions: "So that as many people listen to the radio in the future as they do today." With a time delay, the advertisement and TV spot are intended to flank the radio campaign "and provide proof that it had its consequences here and there", says Danielle Lanz, referring to the motif with the strange, but not entirely unknown, food cravings.
Sensual sound from private radios with consequences: Ruf-Lanz ad.
Luca Aloisi
More private radio - more babies
"We wanted a radio campaign that would be of national interest and make listeners in Graubünden sit up and take notice just as much as those in Welschland or Zurich," says Roland Baumgartner, VSP Board Member and Managing Director of Radio Argovia. At the same time, it should show advertising clients via the listener market that creatively surprising radio spots are well received.
But how do you make yourself heard when listeners go rogue? The agency commissioned, Ruf Lanz, saw the solution in Federal President Pascal Couchepin, who has similar concerns because fewer and fewer children and therefore fewer pairs of ears are being conceived in Switzerland. The radio commercials support Couchepin's appeal to do more in this regard. "With fun and humorous suggestions, of course," explains Markus Ruf. After the alphorn intro, different "experts" have their say in twelve spots, from the Kamasutra master to the urologist and the romance novel author. The resolution clarifies the not entirely altruistic intentions: "So that as many people listen to the radio in the future as they do today." With a time delay, the advertisement and TV spot are intended to flank the radio campaign "and provide proof that it had its consequences here and there", says Danielle Lanz, referring to the motif with the strange, but not entirely unknown, food cravings.
Sensual sound from private radios with consequences: Ruf-Lanz ad.
Luca Aloisi
