ENT (610) – Radio Ad Campaign Review

Greetings,

Welcome back to my blog!
In this section, titled ENT(610), I will be sharing my continued journey through the WCU ME program. I am kicking off the “ENT (610) – Entrepreneurial Creation” segment of the ME program with “Greatest Marketing Campaign” ad reviews. I hope you enjoy the content!

Radio Ad #1: 5 Gum – “Truth or Dare Edition

Description
Product information: 5 Gum – Truth or Dare Edition
Awards: Radio Mercury Awards 2016
Company: Wrigley/Mars, Inc – Produced by Energy BBDO
The technique used in the ad was curiosity and emotion.
The add is located at https://aef.com/ad-campaigns/5-gum/

The Objectives
The objective of the ad was to get people excited about the new 5 Gum “truth or dare” packs by inviting them to play along, a game of truth or dare, then post a proof to social media.  
The objectives were attainable and measurable since the ad challenged the customers to play along and post proof of playing on social media using a hashtag #5TRUTHORDARE. The results were measurable and very impressive. The hashtag generated more social media content for the company than ever before.

The Target Market
The target market for this ad would be the sociable, outgoing, energetic, social-media-loving youth who seek attention and challenges. Not just would they have fun tasting the variety of gum flavors and playing the game, their video proof would be seen by thousands or millions of social media users by using the same hashtag.

Actions
The ad explicitly announces to the listener “Hey, you, listening on your headphones, you have been challenged to play the 5 gum truth or dare right now” – creating urgency and grabbing their attention as it is geared towards the individual. If the customer decides to proceed, they will enjoy a fun game of truth or dare and get a chance to submit their video or a picture to social media, hence grabbing a lot of attention.

Value Proposition
The value proposition of 5 Gum, in my opinion, is a challenge for the customer to experience the sensation from all the flavors, and see how the “Life happens in 5” comes to life.

Radio AD #2: 3pm Brainstorm

Description
Product information: 3pm Brainstorms
Awards: Radio Mercury Awards 2019
Company: Mars Chocolate/Snickers– Produced by BBDI Bew York, 2019
The technique used in the ad was emotion.
The add is located at https://aef.com/ad-campaigns/3pm-brainstorms/

The Objectives
The objective of the ad was to sell a product (Snickers bar) to the customers (working individuals – male and female) who need to satisfy the 3 pm afternoon cravings also known as the “hungriest time of the day”. 

The Target Market
The target market for this ad would be working individuals who are battling the afternoon cravings. The famous catchphrase of Snickers “you’re not you when you’re hungry” was not used but was implied. The customers are groups of employees trying to brainstorm great ideas at 3pm, while hungry, hence coming up with awful ideas that would extremely dissatisfy their customers.

Actions
There are actually three ads formatted in a similar fashion. The one that caught my attention the most was the last one, regarding credit card chip. The ad presents ideas of 4 or 5 individuals brainstorming ideas on installing the chip on all credit cards, inconveniencing the customers by not letting them know, and by not making it clear whether they’re supposed to swipe or chip, as well as wasting their time since the transactions would take 25 seconds. The message from Snickers is “don’t brainstorm hungry”. They’re trying to bring the customer to realize that the “world-changing ideas that, unfortunately, were conceived during the hungriest time of the day” went horribly as a result of being hungry.

Value Proposition
The value proposition of Snickers is that their bar is more than just a snack; it’s a hunger-satisfying “meal” and energy provider. With Snickers, the customers are functioning more efficiently and effectively, hence brainstorming better ideas as their hunger is satisfied; they can focus on what’s important rather than hunger.

Radio Ad #3: Her Man Can Do It

Description
Product information: Her Man Can Do It
Awards: Radio Mercury Awards 2019
Company: Herrman Services – Produced by Hubbard Radio Cincinnati, 2019
The technique used in the ad was an appeal to flattery.
The add is located at https://aef.com/ad-campaigns/her-man-can-do-it/

The Objectives
The objective of the ad is to pitch the idea that no home problem (plumbing, heat, AC, or electrical) is too big or too small for Herrman Services – to which the announces repeatedly refers to as “Her Man” hence putting an emphasis on the personalized services the customer receives from the company. The objective of the ad is to sell a service.

The Target Market
The ideal audience is any homeowner having home problems, looking for reliable repair service, in any of the four areas Herrman Services specialize in.

Actions
The action is “when a home problem comes up, call Herrman to take care of it”. When the customer takes action (calls Herrman services) the ad reassures them that no job is too big or too small, ensuring them that they’re covered regardless of the problem. 

Value Proposition
The value proposition of Herrman Services would be the expertise in all areas of home maintenance; from tinnies electric problems to replacing burst pipes and doing AC/Heat tune-ups.

Radio Ad #4: 4-Second Recipes

Description
Product information: 4-Second Recipes
Awards: Radio Mercury Awards 2018
Company: American Egg Board – Produced by Emergy BBDO, 2018
The technique used in the ad was an appeal to curiosity.
The add is located at https://aef.com/ad-campaigns/4-second-recipes/

The Objectives
The objective of the ad was to get people to eat more eggs by trying different recipes, hence the objective to sell more eggs. 

The Target Market
The ideal customers are people who enjoy eggs and would prepare them in various ways, including chefs, parents, college students, teenagers, and anyone else that prepares quick, tasty meals for themselves or others.

Actions
The actions suggested to the listeners are to enjoy eggs which they already love (scrambled, hard-boiled, deviled, or baked) in new ways. The ad suggests substituting ingredients they’re accustomed to with something different or try deviled eggs with mayo, mustard, and paprika, or baking the egg inside the avocado (instead of the pit). If the listeners try any of the new recipes and like them, they would eat eggs more frequently. As a result, sales would go up.

Value Proposition
The value proposition of the American Egg Board is offering alternate ways that eggs can be enjoyed, beyond breakfast.

Radio Ad #5 – Morse Code

Description
Product information: Morse Code
Awards: Radio Mercury Awards 2015
Company: Mars, Inc/Juicy Fruit – Produced by DDB Chicago, 2015
The technique used in the ad was humor
The add is located at https://aef.com/ad-campaigns/morse-code/

The Objectives
The objective of the ad is focused on Cindy and her enjoyment of juicy fruit, to the point that she decides to use morse code to respond to an important question (being asked out) than simply saying no since she is too busy chewing juicy fruit. The point of the ad is to inform the customer of a new product feature – “The Juicy Fruit is so sweet, you can’t help but chew”.

The Target Market
The ideal customers are people who enjoy sweet, fruity gum flavors.

Actions
The action suggested to the listeners is more of a subliminal message “Once you try the juicy flavor, you won’t be able to stop chewing” regardless of the situation. In this case, Cindy is being asked out on a date but rather than stopping the chewing and answering the question with a smile NO, she decides to respond in a more complicated method, using morse code.

Value Proposition
The value proposition of Juicy Fruit is the sweet, fruity flavor that is hard to resist.



12 Comments

  1. Hi Semir,

    Nice work on your radio ads analysis. I am impressed with your layout and like the organization of your data. My favorite ad of the ones you’ve chosen is the 4-second Recipes for two reasons:

    1. I like the brevity of the ads. In a world that seems to be spinning faster every day and a consumer base with shorter attention spans than ever, the ability to communicate ideas quickly is extremely valuable. To give a full recipe in 4 seconds is smart marketing and will also give the impression that the recipes are quick and easy to execute. Just what most people are looking for.

    2. This ad is encouraging consumers to “think outside the box” when it comes to eggs. While most people associate eggs with breakfast or maybe for baking, this ad is attempting to open up an entirely new way of using the product. If successful, the producers of the ad have opened a new revenue stream.

    Thanks for your work!

    -Trip

    1. Hi Trip,
      Thank you for the feedback! It was difficult deciding which ads to go with as there were many, but at the end I was happy with the selection. The 4-second Recipes was very interesting and cleverly designed. I can imagine people in their cars driving to work hearing this. They don’t even have to write it down, they should be able to remember it, and try it when they get home. It’s nicely done.
      -Semir

  2. Semir,
    Good job on picking some great ads for this assignment to analyze. I like the flow of you website in general too! It’s looking really good! I picked a couple of the same ads that you did. I thought the 5 gum ad was the best! How creative of them to make an interactive game out of something like earphones that people just passively wear all the time. I liked you synopsis on 4-Second Recipes as well. I think the extremely short ads were a quick attention grab and right to the point of enticing people to try eggs in different ways.

    Jake

    1. Jake,
      Thank you so much for the feedback. It took me some time to figure out which ones I wanted to review, but the 5 Gum challenges sparked my interest immediately after listening to it. They did a phenomenal job making the ad relevant to the current trends and ways of living, given that most people can’t live without their phones and music so the headphones are usually on.

      Best regards,

  3. Hello Semir,

    Brilliant analysis on the egg commercial. I love eggs and can’t believe I missed this advertisement by the “American Egg Board – Produced by Emergy BBDO, 2018. The idea is to sell more eggs reminding the target market to eat eggs any time of day.

    “Morse Code” is hysterical, I just listened to 30 seconds of outstanding creativity on display. Truly funny, When an advertising agency has 30 seconds to put on a great advertisement and they do, I am impressed. I am chewing Wrigley’juicy-fruit gum presently,

    I reviewed so great commercials as well. I am so impressed with a few of these advertising companies and students too.

    Cathleen

  4. Hello Semir,

    Brilliant analysis on the egg commercial. I love eggs and can’t believe I missed this advertisement by the “American Egg Board – Produced by Emergy BBDO, 2018.” The idea is to sell more eggs reminding the target market to eat eggs any time of day.

    “Morse Code” is hysterical, I just listened to 30 seconds of outstanding creativity on display. Truly funny, When an advertising agency has 30 seconds to put on a great advertisement and they do, I am impressed. I am chewing Wrigley’juicy-fruit gum presently,

    I reviewed some great commercials as well. I am so impressed with a few of these advertising companies and students too.

    Cathleen

    1. Hi Cathleen,
      Thanks for the feedback. I enjoyed the egg commercial very much. I noted a couple of the recipes to try later; perhaps when the stores re-stock :).
      The Morse Code ad was a piece of art for sure. I wish I understood Morse Code to find out what Cindy responded; I’m assuming it’s more than a simple “No”.

      Best regards,

  5. Hello Semir,
    Great analysis you did on these ads! You made it interesting and detailed that even without listening to the ad itself i can understand in full details what it entails. I also did my analysis on some of the ads you chose and it is interesting to see another view on the same ad. I particularly liked your insight on the 5 Gum truth or dare edition and 3 pm Brainstorm analysis. well done!
    Bolanle Akinyemi

    1. Hi Bolanle,
      Thank you for taking the time to review the posts. It was a difficult task at first and I ended up going through a lot of ads to pick the five I reviewed 🙂
      The 5 Gum was very catchy and the 3PM Brainstorm was very relatable. I love Snickers.
      Best regards,
      -Semir

  6. Semir,
    Great job analyzing those radio ads! The ad “3Pm Brainstorm” seems to be most appealing as it was a way for Snickers to promote their candy bar to those individuals of the working class with afternoon snack cravings. Snickers had a great structure with this ad as it appealed to the working class which is composed of many individuals who would ultimately purchase a Snickers bar when craving a snack. The “Her Man Can Do IT” radio ad for Herrman Services is an excellent ad to promote a business that has the capability of fixing almost any home improvement no matter how big or small. The ad is successful in that the company can provide assistance with many problems that home owners have. All of the ads were unique.

    1. Hi Audrey,
      Thank you for the continued support and for reading through my new posts. The 3PM Brainstorm was one of my favorites, and frankly, if we remove the absurd recommendations those individuals came up with, they would have had a perfectly sound ideas :). It’s definitely a go-to snack for me and my team at work; it surely satisfies the cravings. The “Her Man Can Do It” was very clever and catchy. It should be relatively easy to remember the name upon hearing the ad on the radio on the way home from work, especially on Fridays, as most of the homeowners tend to plan home improvement projects for the weekend.
      Thanks again,
      -Semir

  7. Hi Semir, nice selection of ads!

    One thing I really want for my business is to have interactive ads. For me, having an interactive ad like the gum advertisement you analyzed breaks my ad away by default from other ads. Social media challenges are also a huge thing right now…even before quarantine and isolation people were desperate to connect (and compete if we are being honest) via social media. I am all for ads that are innovative enough to tie their advertisement back into social media, thus creating a free advertisement. I also appreciated that you noted that it was successful for the business and they’d never generated that many hashtag responses before. It is always easy to think you have a great idea by implementing something different, but it is another to know that others have used those same mediums of advertising and storytelling and have been successful.

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