A clever example of using existing content re-purposed to create a TV ad.
The ad, commissioned by ARN, the Australian Radio Network, features audio from previous interviews by Kyle and Jackie-O. Lip synced to the audio and shot in a stylish “studio” set, but keeping the content at the heart of the message.
This is an ad that shows that the “biggest stars talk to us”. And whilst the red carpet visuals may be a little over simplistic, it’s a simple message delivered with visual flair.
What it does show is that shooting a commercial for a radio station in an actual radio studio may not cut it these days – but take the key ingredients – the talent, the branded microphones and a nice clear logo – and you are half way there.
A nice video landed in my Facebook inbox this evening via my friend Kirsty Mullan who is the Entertainment marketing manager at ITV. It’s for the new series of the X-factor.
They’ve used a technique much popular in radio by the likes of David Konsky at 2DayFM and also by DJ Earworm. Instead of simply taking the biggest hits around, they’ve taken clips from some of the 33 number ones songs that the XFactor has produced over the years. It’ll be used on TV (and I’m guessing on radio adverts too) in the coming weeks.
To celebrate a decade of the X Factor ITV have created the Ultimate X Factor Mash Up. Using a selection of hits from artists discovered on the show over the years to create an infectious medley.
See what you thing of the result. Oscar Carriss, head of creative at ITV and remixer / DJ Robin Skouteris are the guys responsible – and I’m guessing it’ll be a big hit too.
Having worked at BBC Creative Marketing, it’s always interesting to see different ways that TV stations have promoted shows on radio. This is a great example from New Zealand TV channel Prime.
Essentially, they created a 3 day stunt opposite the studios of one of the biggest stations, 91.8 More FM – where they installed a “call girl” in a flat – and somehow let them see what was going on. Being NZ radio, this generated loads of content – not only for the show, but for radio shows across the country. And finally, after 3 days, the “call girl” revealed the real message – that a new show – “The Secret Diary of a Call Girl” was premiering on the channel that night.
There was always a challenge at the BBC of how we could do interesting new things on radio to promote TV shows. Of course, this could never happen at the BBC. But then again…
Tonight sees the Brit Awards in the UK. Unlike the Grammy Awards (with over 100 different awards), the Brits are a more manageable affair – celebrating mostly British artists and talent with a few overseas categories thrown in (to make it a bigger show).
For many radio stations, this is a huge deal – particularly for stations Capital FM and Radio 1.
There was a time when the whole of commercial radio got involved with helping choose the British Single (essentially the biggest songs played on commercial radio that year). Now, it’s purely the preserve of Capital FM listeners to have their say. And it’s surely one of the biggest days in Capital’s music calender – along with the Summertime Ball and Jingle Bell Ball.
Back when I worked at Capital, it was a pretty big deal. We’d run packages supporting the voting, have weekend giving away tickets and of course do a couple of shows from backstage too. But now, it’s way bigger than that. Take a look at their website and it’s nothing but Brits. Listen on air for the last couple of weeks and its been all about the tickets. And today, it’s everything Brits. And let’s face it – it’s all about the music that (on the most part) is at the heart if their playlist.
They are absolutely owning it online already – watch this great backstage video
But as well as being jammed full of relevant, relatable content for their listeners, it’s obviously a huge opportunity for Capital to shout about their brand to anyone who listens. It’s live on ITV, so expect to see their current TV advert at every opportunity as well.
As with any radio brand, it’s all about talking abou t the content that’s relevant for your listeners. There are still many sales people in particular who have a lack of understanding of what brands would work alongside their radio brand. I doubt it happens as much now, but there was a time when even the sales team at GCap bought us promotions briefs for a dog food winning weekend.
And whilst Capital will be getting its branding in everyone’s face tonight at the Brits, I doubt you’ll see any of these on the tables – which I actually think are their best piece of targeted visual marketing ever. Beans Means Hits..?
It’s always a big day in a radio station’s live when the new station sound arrives on air. Mostly for the on air and production team. For the listeners, it’s often a big change as the audio furniture, around something that many simply listen to, has changed. Sometimes it’s a huge change. More often than not its a more subtle one.
When a TV station changes it’s branding, the look is often more radical. Think of when BBC One changed from the balloons to the current suite of circular idents. A big change of look and sound. The same will happen soon across all BBC channels – and it’s interesting to see how important the sound of the idents is compared with the look. Often, it feels like its more of an afterthought.
Today, the ITV network has changed the way it looks and sound on air.
Take a look
What I particularly like is that there is a pretty distinctive audio identity on most of these idents. It’s a three note theme that blends within the music. Whilst an esoteric blend of audio themes does complement a visual identity, such as that of Channel Four, for me, a more distinctive sound that adapts and matches with the visual look always helps to enhance the overall branding.
When I say creative people – I’m not just thinking about people paid to be creative in their job titles. Obviously, anyone in any job has the ability to be creative. Not everyone is encouraged to be captive. But creativity can come in all sorts of different ways. From creative ways to solving problems to creative ways of designing a product.
As I head back into my new job – though 3 months in, it feels far from new – I’m really conscious that its more than tempting to slip into do everything the same way all the time. As work piles on and deadlines loom, the pressure to get things delivered by an all too short deadline mount up. But there are always opportunities to approach things differently. I was pleased to see that whilst I’ve been away – someone who doesn’t get involved in the creative writing process had tackled a brief for a local client. It would have been easy, and tempting, to write something pretty functional to deliver the brief. But faced with a challenge, she has written something far more fun that does the job in a more entertaining way. It may need a little polishing to make it work entirely how I’d want it to work, but the fact that she’s approached it a different way is really refreshing.
A quick post triggered by Dan McGrath at This is Bounce for anyone who has ever had to run an audio session where an advertising agency (“the creatives”) or a client (“the pains in the backside who often change their mind for no reason but ultimately hold the budget”) are in attendance.
I’ve certainly had sessions like this (though thankfully not for a very long time – but the situations are all too familiar.
If you’re in the middle of your pre-Christmas client nightmare, take a moment or two to give it a watch!
And should you need any audio or music for projects, take a look at This is Bounce – they make a nice cup of tea and often have nice biscuits in too..