Saturday 17 March 2018

Annual radio campaign aims to make itself heard

THE fifth annual "Choose Radio" marketing campaign aims to encourage advertising on radio. It is a joint project between the Independent Broadcasters of Ireland and RTE Radio and will broadcast for the next two weeks, three times a day, on all 36 radio stations across Ireland. Its theme this year is 'If you want to be heard'.

The campaign was developed by McCann Dublin, whose chief executive Orlaith Blaney said: "Radio advertising is phenomenally powerful in Ireland, where almost three million people tune in every day. We wanted to tell that truth and tell it well.

"Our 2013 Choose Radio campaign, written by creative directors Emma Sharkey and Ray Swan, captures that idea simply and in an entertaining way. A combination of excellent copywriting, great voiceover talent and editing talent by the production team at Mutiny demonstrates clearly why Irish brands and businesses must advertise on Irish radio.

The campaign's creators say Irish people have a unique relationship with radio, with research showing 85pc of people aged 15 or over listen on the average weekday.


Samsung has been named as the official sponsor of this year's Dublin Fashion Festival, the three-day September event that showcases the best of Irish design.

Drawing on the current social media "selfie" trend (self-taken photos), this year will see the creation of a Samsung selfie street photo booth supported by spontaneous flash mobs. Other new events include the Samsung Young Designer Fashion Event, a convention and competition for young Irish designers. A "Beauty Bus" will also tour the city, with an on-board beauty team offering makeovers, hair styling and goodie bags.

"The festival is a celebration of Irish style, innovative design and creativity which epitomises the Samsung brand," said Samsung IT& Mobile Ireland general manager Gary Twohig."

It will run from September 5 to 8, and is organised by the Dublin City Improvement District (BID) and promoted through Dublin City BID was recently voted in for a second term by the city centre business community, guaranteeing the future of the festival for another five years.

"We are delighted to have Samsung as sponsor of Dublin Fashion Festival 2013. Samsung is the perfect innovative brand to partner Dublin Fashion Festival," said Clyde Carroll, Dublin City BID's marketing director as well as the festival director.

"It complements our events and activities which have endless sharable content and are so pictorially led, and provides a perfect fit for our audience who would have a presence across all social media channels. The possibilities of the partnership are limitless. With our new message of 'Celebrating your City in Style', we're excited to see what Dublin Fashion Festival 2013 holds."


THE message behind Meteor's latest campaign is straightforward: "If your smartphone doesn't come with a smart plan, it's not smart – it's thick!"

The company's latest advertising drive has launched across TV, radio and online platforms. It stars "Smartphone Don", the human personification of a smartphone without a smart plan. He is dapper but dim, all style but no substance. In two 30-second TV ads that will run this month and next, he lets leading lady Anna down in his ability to give her what she wants – directions, and answers at a pub quiz. There will also be a series of shorter TV and radio ads. Advertising will focus on the company's bill pay offer in July and its pre-pay in August.

Irish Independent

Business Newsletter

Read the leading stories from the world of Business.

Also in Business