In 2006 The Radio Bureau on behalf of the radio industry launched a series of branding commercials.

The campaign has been written and directed by award winning radio specialist, Ralph van Dijk, Director of Eardrum.

Voiced by well known personality, David McPhail, the campaign uses humour to focus on two key themes; people spend more than four times longer listening to radio than reading a daily newspaper, and radio advertising throughout the day reaches on average twice as many people as TV.

See below for branding ad's

Busy Couple

Dougal Henry is in banking, his wife Meg is a model and they're just the sort of busy, affluent professionals, or “baps”, advertisers have difficulty getting hold of...

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Radio Psychologist

People often describe their radio, as being like a friend – only smaller. This means advertisers can use radio to communicate to their consumers on a deeper level. To find out more, I spoke to media expert and psychologist Dr. Sophie Brennanman... 

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Supermarket

Just like sausages, radio is on a roll, and New Zealand’s biggest advertisers are really cranking up the dial.

I spoke to the marketing director of a well known Supermarket, which sells sausages and rolls, about why they’ve tuned in to radio...

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In Car

As Marketing Director for a leading automotive brand, Grant Sheppard understands the power of radio...

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Tea

Martin Derek is a MARKeting Derek-tor. When it comes to advertising his company’s brand of tea, he leafs no leave …  he he leaf no leaves …he lee … he’s very thorough...

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Guru

According to his holographic business card, Donald Barrett is a media planning guru. He invited me to his state of the art, retro style offices for a cup of walnut tea.

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Monopoly

Rick Ditchman is founder of an independent mortgage company. Like David versus Goliath he’s taking on the big banks, armed only with the slingshot of radio advertising, and the…  loincloth of… flexible mortgages.

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Day with Ken

Because people listen to the radio at all times of the day, advertisers can promote their products when it's most relevant. Cereal in the morning, Binoculars at night.

To put this to the test, I spent a full day with my neighbor Ken Chong...

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Yoof

Teenagers Oscar and Dan are a couple of ‘cool kids’. And just like all the girls in their class, advertisers want to get close to them. We shot the breeze on a snowboarding trip...

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Beach Volleyball

Nick Brown, marketing director for a sports drink brand, is sponsoring a beach volley ball tournament organsed by the local radio station.  I went along and discovered that it’s not just about toned hotties jiggling about in skimpy costumes. Women play it too...

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Super / Market

Sheryl Marshall is Marketing Director for a cosmetic-stroke-hair care company. She uses radio to reach her customers in a touchy-stroke-feely way.  We met up at my local super-stroke-market...

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Busy Mum

At home Tammy Shanahan holds the purse strings which is why advertisers love her. But looking after 3 little ones - including a husband - means she’s always on the go.

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