Happy 50th Anniversary
Association radio commercials win Silver WorldMedal® at New York Festivals®.
In May 1999, the Association’s radio advertising, created by the John Bevins Agency, won a Silver WorldMedal® in the International Competition for Radio Advertising and Programming.
Founded in 1957, the New York Festivals ® International Advertising Awards celebrate the best in interactive, TV, cinema, outdoor, design, print and radio advertising. Competitions for international radio advertising, programming and promotion were added to the Awards in 1982 and attract the best and most creative work from all corners of the world with entries judged by senior creative directors from over 60 countries.
The award went to three commercials from ten prepared by John Bevins for the Association, which were aired on radio stations in Sydney, Melbourne and Brisbane from 1997 to 1999.
The advertisements continued the trademark cheeky and irreverent style that had characterised the Association’s print campaigns and featured conversations amongst the most unlikely of characters, ranging from birdwatchers to cows, jackaroos, owls and pilots (the Award was presented for the ‘Pilots’, ‘Owls’ and ‘Jackaroos’ spots).
The advertising campaign was accompanied by a range of supporting promotional activities including giveaways of ‘goody’ bags which contained an assortment of branded aerosols donated by members, along with a special ‘OK to Spray’ air freshener (see photo below) and brochures on aerosols and on recycling.
Detailed attitudinal surveys by Roy Morgan Research revealed that the radio campaign was effective in maintaining the ‘break through’ in attitudes towards aerosols that the Association’s earlier television advertising had achieved but at a more cost effective price. See graph below which shows the change in consumer sentiment as a result of this and other campaigns.
Indeed, the advertisements were so effective at changing consumer attitudes that they featured in a radio and print campaign by the Radio Marketing Bureau, which highlighted the power of radio advertising.
By the end of 1999, the Association’s paid advertising came to an end, however, when the three-year mandate for the promotional levy which funded it expired.
Recognition on the international stage for its creativity and effectiveness was a fitting means of closing this important chapter in the Association’s work promoting the ‘aerosol advantage’!