I have selected five radio ads and will be doing a marketing analysis of each.
This radio ad by BBDO New York, Mars Chocolate/Snickers, launched in 2019. It received the Radio Mercury Awards in 2019. The ad describes three examples of ideas that the ad mocks as “bad” brainstorms that would have took place during “the hungriest hour of the day”. Their technique was humor. For example, the first idea is about airport toilets. I think everyone agrees these ideas were not intended to be the way the ad described. Partially functioning, small button (hard to see) to manually flush, and randomly flushes but that does seem to be consistent issues for the public.
The objective of the ad was to make people aware of hunger and the effects on them while encouraging them to eat Snickers Candy Bars to avoid the common 3pm hunger strike.
I would say the target market is working adults.
The ad is encouraging listeners to eat Snickers Candy Bars prior to or around 3pm in order to have clearer thinking and ideas that can come with hunger.
The value proposition of this product is to keep you from getting hungry so that you have good ideas and clearer thinking.
This ad is by Arnold, Progressive Insurance. Launched in 2019 and received the Radio Mercury Awards in 2019. The ad starts with a bull elk call. Then a similar sound that is actually a lady yelling. The ad describes the lady as Karen who has sewage spilling on her camper due to a faulty hook-up. The add uses humor for an emotional response. The add ends with an advertisement of progressive RV insurance.
The objective of the ad was to inform listeners of progressive RV insurance and to obtain before there are issues with their RVs.
The target market would be RV owners.
The action for the listener is to obtain progressive RV insurance in order to prevent stress from any RV issues.
The value proposition of Progressive RV Insurance is to be prepared and also have help in a timely manner after issues arise.
This ad is by The Richard Group, Motel 6. Launched in 2019 and received the Radio Mercury Awards in 2019. The ad starts with a welcome from a man with a low, slow voice. He describes the voice he is portraying as serious. He then jokes about how the voice is not natural and hard to stay in character. The ad is using humor as the emotional response. The man is trying to show the seriousness of the low price at Hotel 6.
The objectives of this ad is to encourage listeners to book at Hotel 6 because they have the lowest prices.
The target market is people who book hotels and prioritize price.
The action the ad is encouraging is to book at hotel 6 and they will save money.
The value proposition is to save money and still book a great room.
Her Man Can Do It
This radio ad is by Hubbard Radio Cincinnati, Herrmann Services. Launched in 2019 and received the Radio Mercury Awards in 2019. The ad starts off introducing a woman named Audrey who used Herrmann Services for heating, plumbing, AC and electric. The radio voice is bold and accompanied with superhero theme music. He pronounces Herrmann Services as “Her Man Services”. The emotional response is humor as the play on words continue and the woman tries to correct him.
The objective of the campaign is to inform listeners about Herrmann Services and by using repetition so listeners remember the name when services are needed.
The target market is individuals that my need heating, plumbing, AC, and electric services.
The action the ad wants the listener to take is to use Herrmann Services for their heating, plumbing, AC, and electric needs.
The value proposition is that listeners who use Herrmann Services do not need to worry about their heating, plumbing, AC, and electric.
This radio ad is by Casanova/McCann, Donate Life California. It launched in 2019 and won the Radio Mercury Awards in 2019. The ad starts with a description of an individual and then continues to list times and events. The times and events are not realistic for one individual. The ad ends with “a single person can bring many stories to life. Register as an organ donor at donatelifecalifornia.org and you could save up to 8 lives.” The emotional response of this ad is to make the listener feel hopeful and rewarded for saving lives.
The objective of the ad is to have listeners register as an organ donor.
The target market is adults who have not registered as an organ donor.
The action the ad wants the listener to take is to register as an organ donor. The benefit is that they can help save other lives.
The value proposition of becoming an organ donor is to save lives.