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New Radio Mercury Award Announced, First Annual Marketer of the Year Award
New Award Recognizes Marketers Who Have Taken Radio Advertising to New Heights
In recognition of the marketers who have created and championed groundbreaking radio advertising this year, the Radio Mercury Awards today announced that the Barack Obama 2008 Presidential Campaign, The Coca-Cola Company, GEICO, The Hershey’s Company, McDonald’s®, Mercedes-Benz USA, LLC and Wal-Mart Stores Inc. are finalists in the first annual Marketer of the Year Award. The winner will be announced at the 2009 Radio Mercury Awards on June 17 in New York City.
The finalists for the Marketer of the Year Award were selected from the following categories: Automobile, Beverage, Consumer Product Goods, Insurance, Retail, Quick Serve Restaurant and Political.
The award is designed to honor marketers for their strategic use of radio as a central component of an advertising campaign, and their bold and unconventional thinking that is helping to shape the future of radio advertising. These marketers were also recognized for campaigns that delivered on the brand message, capitalized on radio’s ability to reach both localized and national audiences and utilized radio as a multiplatform medium.
“Good radio creative is persuasive, entertaining, and provocative,” said Rick Boyko, Radio Mercury Awards Chief Judge and Executive Director of the VCU (Virginia Commonwealth University) Brandcenter. “With the media landscape evolving, now is the perfect time to celebrate the brands that continue to make radio an effective and compelling advertising experience, both for marketers and listeners.”
Radio played an important role in Barack Obama’s historic run to the White House. Executing an aggressive radio campaign –outspending the McCain campaign four fold in 2008 – the strategy followed a targeted and segmented approach to radio advertising, including a concerted push in key battleground states, such as Florida, Colorado, Ohio, Virginia, and North Carolina.
In 2008, Coca-Cola created ads that utilized radio’s one-to-one relationship with consumers to communicate key brand messages. To promote its Full Throttle brand, Coca-Cola used radio's sense of immediacy to drive retail traffic when consumers are listening in the car. In an effort to raise public awareness for their American war letters campaign, GEICO’s radio ads emotionally engaged listeners through audio. Hershey’s tapped into the personal characteristics of radio through integrated on-air contests, DJ endorsements, and station appearances at retail to build relationships with radio listeners.
Throughout the year, McDonald’s developed multiple creative executions of their messaging in order to directly speak to distinct niche consumer targets such as Moms, teens, Hispanic and African American audiences. Mercedes-Benz focused on building its presence on local market stations and through radio personality banter to connect with consumers. Additionally, Wal-Mart showcased radio’s national reach and local market scalability to boost sales for the release of exclusive products as well as to drive traffic for store openings.
Now in its seventeenth year, the Radio Mercury Awards is the only event dedicated exclusively to radio advertising. Complete details are available at www.RadioMercuryAwards.com or by calling 212-681-7207.
TAG: About the Radio Mercury Awards
The Radio Mercury Awards, the only competition exclusively devoted to Radio, was established in 1992 to encourage and reward the development of effective and creative Radio commercials. The annual Radio Mercury Awards competition draws entries from advertising agencies, production houses, radio stations, and educational institutions across the country. Approximately 16,000 commercials have competed for over $2.8 million in prizes. The Radio Creative Fund (RCF), a non-profit corporation funded by the Radio industry, governs the Radio Mercury Awards. Last year, the $100,000 Grand Prize was awarded to TBWA\Chiat\Day NY. To listen to all of the 2009 Radio Mercury Award-winning spots or for more information, please visit www.RadioMercuryAwards.com.
Media Contact:
Tai Foster
MWW Group
(201) 460-2839
tfoster@mww.com
Pamela Tolton
Radio Advertising Bureau
(212) 681-7211
ptolton@rab.com
To view in your browser, visit http://www.rab.com/public/pr/pr_detail.cfm?id=467
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