Radio New Zealand Concert Case study SOUNDS LIKE US by Clemenger BBDO Wellington

SOUNDS LIKE US

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Media Case study
Market New Zealand
Agency Clemenger BBDO Wellington
Director Greg Schmetzer
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Art Director Brigid Alkema, Martin Hermans
Copywriter Dan Moth
Designer Susannah Field
Producer Marty Gray
Photographer Steve Boniface
Editor Aaron Hilton
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: RADIO NEW ZEALAND
Product/Service: RADIO NEW ZEALAND
Agency: CLEMENGER BBDO
Date of First Appearance: Mar 10 2010
Entry URL: http://www.soundslikeus.co.nz/
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Copywriter: Dan Moth (Clemenger BBDO)
Art Director: Brigid Alkema (Clemenger BBDO)
Art Director: Martin Hermans
Designer: Susannah Field (Clemenger BBDO)
Photographer: Steve Boniface
Model Makers: Weta Workshop (Weta Workshop)
Retoucher: Geoff Francis
Account Manager: Alison Bartleet (Clemenger BBDO)
Director: Greg Schmetzer (The Picture House)
Producer: Marty Gray (Clemenger BBDO)
Editor: Aaron Hilton (Clemenger BBDO)
Media placement: TV Campaign - Free to air TVNZ - March 2010
Media placement: Print - North & South, Metro, Woman's Weekly - March 2010
Media placement: Poster - Schools, Community Centers, NZ Army Bases - July 2010
Media placement: Design Competitions - Direct Mail to Design Colleges - March 2010
Media placement: Blind Descriptions - Radio NZ - September 2010
Media placement: Exhibitions - Te Papa National Museum - June 2010
Describe the campaign/entry
Our challenge was to remind all New Zealanders that only Radio New Zealand truly captures their culture. So we created a series of radios made from the fabric of New Zealand life, under the banner: Sounds Like Us. These included a Bush Radio, Shed Radio, Maori Radio, even a Sheepskin Boot Radio. Ten radio designs were brought to life in incredible detail by Weta Workshop and featured in print, television, posters and postcards that circulated around the world. The blind community, big Radio NZ listeners, asked to experience the radios so we created audio descriptions for them. Public interest was so great, people sent in ideas for new radios, inspiring a national design contest, which allowed the public to say what Sounds Like Us meant to them. The winning designs were made into radios and exhibited in Te Papa, the New Zealand National Museum, with further exhibitions planned.
Describe how the campaign/entry was launched across each channel in the order of implementation
For national awareness, we launched with print and TV. Shortly after launch, government restrictions on public sector advertising meant all media was pulled. So we engaged people in other ways and created posters and postcards, which were requested by communities throughout New Zealand, including schools, community centres and New Zealand Defence Forces across the world, even in Afghanistan. We then used the Radio NZ network itself to create audio descriptions of the radios to the blind community, who had asked to experience the campaign. As the ultimate expression of Sounds Like Us, we invited the public to design their own radio, and show what New Zealand sounds like to them. This design contest was launched nationally, with direct communications to design colleges and schools. The winning designs became radios and the entire collection was exhibited at Te Papa, the National Museum, becoming the first advertising campaign to be displayed here.
Give some idea of how successful this campaign/entry was with both client and consumer
After the campaign, Radio New Zealand had the highest rating radio network in the country for 2010. Online listenership doubled from 4 million programmes listened to, to 8 million. Radio New Zealand had reclaimed its place as the presenter and promoter of New Zealand culture.