LIVE RADIO COMMERCIAL by Duval Guillaume Modem Antwerp for De Morgen

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LIVE RADIO COMMERCIAL

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Industry Newspapers
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Geert De Rocker
Copywriter Tom Berth
Released June 2010

Credits & Description

Category: Best Use of Audio
Advertiser: DE MORGEN
Product/Service: NEWSPAPER
Agency: DUVAL GUILLAUME BRUSSELS
Date of First Appearance: Jun 22 2010
Entrant Company: DUVAL GUILLAUME BRUSSELS, BELGIUM
Creative Directors: Katrien Bottez & Peter Ampe (Duval Guillaume Brussels)
Copywriter: Tom Berth (Duval Guillaume Brussels)
Art Director: Geert De Rocker (Duval Guillaume Brussels)
Agency Radio Producer: Tom Garcia (Duval Guillaume Brussels)
Account Director: An Van den Cruyce (Duval Guillaume Brussels)
Sound Studio: Sonicville (Sonicville)
Sound Engineer: Jeroen Goossens (Sonicville)
Musicians: Phile Bokken, Thierry Van Durme (Sonicville)
Voice: Mies Meulders (Q Music)
Media placement: radio spot - Q Music - 22 June 2010
Media placement: print ad - Newspaper De Morgen - 22 June 2010

Insights, Strategy & the Idea
Objective: promote live albums
To increase the single copy sales, newspaper De Morgen wanted to promote a new series of Live Albums for its readers to collect.

Creative Execution
Concept: live radio commercial
We didn't record and mix a radio commercial as we usually do.
This time De Morgen's regular voice-over and musicians went over to national radio station 'Q-music' to perform the commercial live.
We had to fit our message within 30 seconds, before the next commercial started.
The next days the recording of this live session was broadcast during commercial breaks, including flaws and wrong notes.
Relevance:
Nowadays every newspaper and magazine is offering giveaways and collectables. To stand out the way you announce them has to be very original.

Results and Effectiveness
A Youtube film of the live radio commercial appeared on several news sites. Consumers were happy to discover the face behind the regular De Morgen voice-over.
The first day the single copy sales increased by 15 percent. Over the total period of 12 weeks De Morgen sold 50.000 extra copies. Very good for a newspaper with an average circulation of about 70.000.