Latest Radiocentre ads highlight increased engagement

Radiocentre has launched a radio, print and digital campaign to promote key findings from its latest ‘Hear and Now’ research.

Those findings include an increase in engagement of up to 70% when audiences hear ads matched to relevant tasks such as exercise, cooking and driving.

In three new radio commercials created by Radioville, Oliver Maltman – the actor in Radiocentre’s last radio campaign – reprises his role as an enthusiastic but misguided boss guiding his team through media channel decisions for product launches. In one ad, he asks his team where they should be advertising their new hybrid SUV. His colleague, Beth, points out that radio would be a successful proposition, as research proves that targeting people when they are doing relevant activities, such as driving, can really boost ad effectiveness.

Other spots focus on a new chicken sauce and a bubble bath and point out that other media, like TV and print newspapers, aren’t being consumed during driving or cooking. In each execution, the power of matching the right ad to the right time when the target audience is most likely to be undertaking a product-relevant task is underlined by the line: ‘Right People, Right Place, Right Time’.

The latest ‘Hear and Now’ research, conducted by Neuro-Insight across sectors including motoring, FMCG and household goods, consistently found increased performance when audiences heard ads that had been matched to relevant tasks.

Engagement with ads relevant to activities rose by 23% while memory encoding – the process crucial for advertising effectiveness relating to turning and experience into memory – increased by 22%.

Radiocentre Planning Director Mark Barber said: “The Hear and Now research was further evidence of the effectiveness of radio advertising, and really demonstrated the strength of its ability to speak to audiences at relevant times. So where better to show off our findings than on this platform?”

The new ad campaign breaks this week and runs across commercial radio for two months.