SOUNDS LIKE US by Clemenger BBDO Wellington for Radio New Zealand Concert

SOUNDS LIKE US

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, 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 March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: RADIO NEW ZEALAND
Product/Service: RADIO STATION
Agency: CLEMENGER BBDO
Date of First Appearance: Mar 10 2010
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
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)
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: Exhibition - Te Papa National Museum - June 2010
Insights, Strategy & the Idea
To reconnect New Zealanders with the only radio network that truly captures their culture.
Because RADIO NEW ZEALAND promotes every aspect of New Zealand culture without bias, we were talking to all Kiwis, of every age and background. However, a large segment of this target had lost sight of RADIO NEW ZEALAND’s cultural importance.
Only RADIO NEW ZEALAND could claim to have a genuine connection to New Zealand culture. This is captured in our campaign line: Sounds Like Us.
Because it’s an independent network, RADIO NEW ZEALAND can speak without censorship. New Zealanders know and respect this unique aspect of RADIO NEW ZEALAND, but they needed to be reminded of it.
Creative Execution
We created a series of radios, made from the fabric of New Zealand life, under the banner ‘Sounds Like Us’.
These radios formed basis of our integrated campaign, which launched with TV and print. We created posters, which were requested by communities throughout New Zealand, including schools, community centres and New Zealand Defence Forces across the world, even in Afghanistan. The blind community, who rely on RADIO NZ, asked to experience the radios, so we created audio descriptions for them. 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 there.
Results and Effectiveness
Post campaign, RADIO NZ had New Zealand’s highest rating radio network. Online listenership doubled from 4 million programmes listened to, to 8 million. RADIO NZ reclaimed its place as the voice of New Zealand culture.
We met our goals by reuniting RADIO NEW ZEALAND with the culture it represents. This was achieved with the idea of the radios, which enabled us to create such a varied, integrated campaign and even let the public design their own radios.
Results detailed above. The change in awareness and new predisposition for the brand are shown by the new exhibitions planned or in progress.