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Best Client Promotions from the 2020 Radio Awards

date 25th June 2020
user Post by Sheridan Hill

The New Zealand Radio Awards celebrate the very best of radio, honouring personalities, programming, news and sports reporting, production and creativity within the industry. Entries are accepted from all New Zealand radio stations and their staff, New Zealand advertising agencies, production houses and others who contribute to broadcasting.

Here we examine the 2020 finalists for Best Client Promotion:

Winner - ZM's Float with Tip Top Trumpet

Tip Top was the enabler of ZM’s one-day floating music festival on Lake Tikitapu, February 2019.

ZM's FLOAT delivered Trumpet brand exposure across the three-month lead-in period to the ticketed event – raising awareness over crucial summer consumption period by integrating with the hyper relevant music “festi” campaign. Then on the day gave the brand a social and physical footprint to activate and engage with the target demographic.

Tip Top Trumpet reached a total of 748,000 people through the Float social activity with 100% positive sentiment. Trumpet sales also increased with the key 18-34 year old market.

Hear the campaign audio:

Finalist - Jono, Ben & Sharyn's 24 Hour Interview with V Sugarfree Berry

V were looking for a campaign to support their 'Hit Refresh' position, championing their new V Sugarfree Berry Twist drink.

The Edge responded with a world record breaking feature, in which Jono, Ben and Sharyn attempted 355 celebrity interviews across a 24 hour period.

The feature gained local and international publicity, which helped to considerably increase V sales. The Edge also distributed nearly 6,000 drinks via on air, on street, social and online sampling.

Hear the campaign audio:

Finalist - The ACC Dulux Tradie 1st XI

Dulux partnered with Radio Hauraki and the ACC to target tradespeople and drive awareness of their Dulux Premium paint.

Based on the insight that tradies love sports, Radio Hauraki & the ACC created the Dulux T20, held at Clifton County Cricket Club, Hawke’s Bay.

Hauraki gave listeners the chance to apply and win a spot to play on the ACC XI cricket team, while also promoting the Dulux Tradies XI team - a sales driven mechanic where Trade customers had to purchase 30 litres of more of Dulux Premium paint.

Customers and prize winners had an extremely positive response to the campaign, with steady sales and increased web traffic for Dulux.

Hear the campaign audio:

These campaigns are a testament to the creativity afforded by radio and a reminder of the high engagement of listeners.

In this year's virtual Radio Awards, The Radio Bureau took out Sales Team of The Year for the third consecutive time.

See the full list of all 2020 finalists & winners.

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