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in association with CAMPAIGN
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IBI/RTÉ Radio – Nice to meet you
which shines through here.
The radio commercial is a fresh and smart take on a subject
Launched simultaneously on 36 radio stations throughout
that is normally communicated in a heavy-handed, literal way,
Ireland just after 9am on 09/09/09, the radio ad for the
especially when you consider that RTÉ is viewed by many as a
Choose Radio campaign was developed by Cawley Nea, with
grey, conservative body staid in its ways.
media planning by Carat Ireland, for RTÉ Radio and
In these times it’s easy to see the national broadcaster as
Independent Broadcasters of Ireland.
purely a vessel for news, social comment, current affairs and
straight fact.
Strangely, when asked to write about an ad campaign that most The ad helps counter this and suggests its talent and expert-
impressed me recently, I instantly thought of a radio commer- ise to deliver new experiences and ways of looking at things to
cial. Strange in that radio isn’t exactly the most visual medium its audiences, especially as it is no longer confined to ‘the telly
and is often criticised for its lack of creativity, with most ads and the wireless’.
sounding the same and attempting to sell you stuff with the The effect at the end of the day is an ad that entertained and
promise of a discount or a deal you just can’t ignore. tried not to sound like a sales message … sold me. Who says
Created as a B2B piece, ‘Nice to meet you’ was unique in radio isn’t a visual media?
that it engaged in a big way with listeners far beyond the con-
fines of the target market.
Niall Corcoran is commercial director
You may remember it. It’s a monologue, delivered by a man
with Creative Inc.
who is apparently half Samoan, half Tongalese, seven foot tall
and 300 pounds. Oh, and he’s naked, has one evil arched eye-
brow and a ginger moustache.
It conjured up such a strong mental image that it put me in
mind of the RTÉ brand strap line of ‘Fuel Your Imagination’
Judge these ads for yourself by clicking on Campaign
Reviews on www.businessandleadership.com/marketing
Volume 4 Issue 1 2010 Marketing Age 35
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