RadMark showcases top 2007 radio ads

The next Top 10 SA Radio Case Studies launches will be tomorrow, Friday 29 February, once again at the Michelangelo in Johannesburg, in Cape Town on Wednesday 5 March at the Radisson Hotel, and in Durban on Wednesday 9 April.

RadMark commissioned Media Ink to select radio adverts that have been performing well to be on the top 10 2007 case studies. The content had to be innovative, entertaining, creative.

“Selected on merit”

“The reason we selected an independent company was that we did not want to be seen as being biased in selecting the top ads. The adverts were selected on merit, success and their good turnaround,” says Norman Gibson, marketing manager for RadMark.

”For example, First National Bank has been running their credit card pay back promotion for four years now. FNB has invested four million in the campaign that has been running in four of our radio stations,... Kaya, Jacaranda, East Coast and Heart 104.9 and they have enjoyed a good turnaround… Another example of a successful radio campaign was the Vodacom welcome tone campaign, which made up to 500% profit in sale in a month,” explains Gibson.

“It is the first time that an event like this is held in South Africa; all along we have been relying on international case studies for all mediums, radio, TV and outdoor. RadMark has taken the initiative in organising what is to become an annual industry event. We want to build a library so that we can archive all of the case studies that we will be selecting over the years.”

Key clients

For the launch, key clients were selected based on their successful campaigns and RadMark talked with the heads of marketing about the success of their ads, based on content, originality and execution.

“In expanding this initiative we are planning to get more key players involved in selection the Top 10 case study, especially since the first launch has created huge excitement and the response has been phenomenal,” concludes Gibson.

The Top 10 SA Radio Case Studies will be available on www.radmark.co.za from Monday 3 March.