AA has taken to the radio waves for its latest AA Smartfuel campaign via Rainger & Rolfe, with a playful warning about the distracting nature of its offers.
Called ‘Radio Conversations’, the campaign listens as AA Smartfuel members express their excitement over the service in unexpected situations. One features two men talking about their cars and petrol prices with great enthusiasm, so much so that car sounds are inserted to suggest there are expletives being used, while the other listens to a woman get distracted by the AA Smartfuel app at the altar.
AA Smartfuel director Ian Sutcliffe calls radio the “cheeky medium” but says “it’s also massively under-rated when it comes to educating and inspiring an audience”.
Rainger & Rolfe’s Ant Rainger adds radio allows for great scripts to be written that extend the humour and lightness of touch the brand.
The work is being run across selected NZME and MediaWorks stations.
According to the GfK Radio Survey released in September, 3.66 million New Zealanders, aged 10+, listen to radio each week, equivalent to 86 percent.
Radio New Zealand National sees the biggest audience with a weekly cumulative audience of 633,500 New Zealanders. It’s followed by The Edge’s weekly cumulative reach of 624,400 New Zealanders.
As the battle between mass reach and targeted ads wages on, radio is still proving a beneficial channel in the marketing mix when considering New Zealand’s media agency market spend on it.
In the 2017/2018 financial year, media agency spend on radio was up 1.5 percent on the previous year, while spend on radio audio sites was up 47.5 percent.
With both platforms on the rise, radio overall showed a 3.2 percent increase.
Credits
AA Smartfuel: Ian Sutcliffe, Jordan Tran, Matt Dickson, Ed Brown, Dan Lee.
Rainger & Rolfe: Ant Rainger, Hugh Walsh, Chris Long, Simon McKechnie, Peter Mayo
Radiate: David Liversidge
Media advice: Al Jamison (Starcom)
