2019 Best Use of Audio

Toyota Hilux You’ll be fine
Toyota

With the Toyota Hilux facing stiff competition, the pick-up brand wanted to increase awareness among a broader audience of pick-up drivers and grow levels of consideration, as well as reaffirming the brand’s reputation for quality, performance, reliability and sturdiness.  

Typical pick-up drivers are male aged 30-plus, who often have their own businesses - Toyota wanted to reach beyond this. Research showed that its target, ‘stretch’ audience also consider themselves well-educated and unflappable. This led to the campaign strapline - ‘with a Toyota Hilux You’ll Be Fine’. To demonstrate the Hilux’s invincibility, it became the focus of an imaginary apocalypse. And with 84% of time in cars spent listening to audio, radio offered a contextually relevant medium to deliver the message, which was inspired by the style of Orson Welles’ famed radio broadcast of HG Wells’ The War of the Worlds. 

Mondays and early breakfast drivetime were identified as the key moments when the largest percentage of the stretch audience were listening, with targeted digital and roadside outdoor supporting the audio zombie drama, where ‘survivors’ told their story to ‘listeners’. The campaign also used audio technology via A Million Ads, bringing the apocalyptic story to life through personalisation and contextual relevance to boost ad recall. Brand impression increased and one in three listeners said they ‘talked to someone else about it’. 

Silver 
Carat UK
Turning the nation into cereal daters - Kellog’s Corn Flakes

Kellogg’s Corn Flakes needed to transform the way it was perceived by a younger audience, who found the cereal ‘dry, old and plain’ as well as boost sales among the 16-34 age group. In partnership with ITV and its hit show, Love Island, which had launched a podcast for the first time, the ‘Kellogg’s Cereal Dater’ idea took shape. Kellogg’s Corn Flakes had exclusivity across all audio and also created special in-show segments with topics that brought the cereal to life, such as ‘Bowled Over’ and ‘Biggest Flake’. Shopper research showed the Love Island activity has driven an uplift in supermarket visits by 16-34 year olds.

Bronze
Acast and Blue 449
Introducing Acast’s first ever...comedy partner - iD Mobile

Challenger brand iD Mobile, the mobile virtual network operator from Dixons Carphone group, needed to increase sales.  Podcast marketplace Acast and Blue 449 devised the first ever ‘category partnership’ in podcasting. This made iD Mobile the ‘comedy partner’ of UK podcasts in a campaign built on personalised ads, branded content and sponsorship. With branded content, for example, podcast Private Parts recorded its first ever live-streamed, three-part episode series, with iD Mobile branded features including roaming call games, confession session competitions and the hosts giving up control of their phones. Activity focused on key times such as Black Friday and Christmas and saw an 88% increase in brand awareness for iD Mobile.

Finalists

MediaCom: Alexa...send me a Diet Coke - The Coca Cola Company
PHD: The Charlotte Show - MTV & Viacom
Manning Gottlieb OMD: Elton John Lewis - John Lewis & Partners 

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