Whoever says radio is dead, is brain-dead. Nothing is dead; it’s just that now there are more things alive. It’s wrong to think that you can’t build a brand on radio. There seems to be the assumption that because radio is old and more affordable, that it should be used just for promos, retail advertising, or some other specific tactic.
Bud Light’s Real Men of Genius radio campaign was enormously responsible for helping build the Bud Light brand for almost a decade. Other brands like Motel 6 benefit from radio in a different way; they began advertising exclusively through radio, and the main reason it worked, Ogilvy’s David Fowler said, was “because the agency and the client were committed to radio as do or die. That was the medium we were going to use because it was just a no-brainer to them. You drive along the road, and you see the motel.”
Mexican chain restaurant Chipotle used radio as the leading platform for a branding campaign. Butler Shine’s Mike Shine said, “We wanted to brand Chipotle as a local restaurant with high-quality ingredients. Our thinking was to do something very unchain-like, and a big TV campaign is a very chain-like thing to do. Chipotle has a crazy fan base, so we wanted it to keep it feeling uncorporate.”
Creatively speaking, the canvas of radio is so open it’s not even funny. You can afford to do things on radio (audio storytelling) that you could never afford to do on digital, film, graphic or any other format for telling stories. That’s really exciting, and it shows how deep radio can go. Being the most imaginative medium, radio is also considered the most intimate medium of all. Surely, brands can still benefit from it.
Jose Benítez, Copywriter
Catch the full Provoke Weekly – Radio Against the World.