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Neurologists and researchers have been studying the effects of sound on the human brain for decades, and they have found that there is longer-lasting retention of messaging with audio versus visual media. Response times are quicker and the emotional impact, whether positive or negative, is inherently stronger as it evokes memories, has the ability to influence moods and allows the brain to create its own visual impact.
Couple science with what renowned futurist Rishad Tobaccowala insightfully stated in 2018 - "the colonization of the eyes is over and now we're going to the colonization of ears."
Indeed, fast-forward to 2021, and consumers are increasingly leaning into audio across platforms and moving off-screen as a result of extreme post-pandemic fatigue. Audio has, once again, become the consumers' go-to content of choice.
Marketers that effectively and successfully use radio across all audio platforms immerse the listener with the true essence of the brand and include the consumer within its story. The power of great radio creative is undeniable in its ability to build long-lasting relationships with consumers.
2021 marks the 30th anniversary of the Radio Mercury Awards, the only competition exclusively devoted to advertising creativity on radio and audio. In the 30 years since the Radio Mercury Awards were established, approximately 2,300 commercials (10 percent of the 20,000 that have been entered into the awards) have been celebrated for their ability to convey strong messages delivered creatively to tell their stories and evoke emotional response.
Through a celebration of "30 Years In Your Ears," this year's Radio Mercury Awards showcased a wide array of brand storytellers, from the iconic Motel 6, to Bud Light's Real Men of Genius. Other memorable winners include Radio Flyer, Coca Cola, Nike, Ragu, Charmin, GEICO and so many more.
As consumer priorities have changed over the past 30 years, so have brand imperatives. The Radio Mercury Awards have evolved alongside these shifts, with the introduction of new categories of excellence to reflect what it takes for brands to succeed in marketing to reflect shifts in that landscape.
2020 and 2021 have been incredibly unique years due to the pandemic, social unrest, political upheaval and then some. Naturally, the Radio Mercury Awards needed to pivot to a virtual format in 2020 and a live presentation for a virtual audience in 2021. New categories for recognition were added to reflect marketing trends.
Amidst the lockdown of the country due to the COVID-19 pandemic, in 2020 the Radio Mercury Awards introduced a DIY category to recognize brand, agency and broadcaster ability to create meaningful work without the traditional resources available in a physical world. Creativity abounded throughout the year with brands like P&G's Tide, who leveraged recognizable songs and brilliant lyrics to drive behavior and regional outreach to make an impact.
One such example is Reboot Colorado, brought to life through a series of spots entitled "It is Okay" and "It's Hard," created by Sukle Advertising for the Colorado Broadcasters Association. These spots used a voice bot to remind consumers to support small and independent business to keep the local economy strong.
In 2021, the Radio Mercury Awards encouraged brands to showcase commercials that used audio to demonstrate action towards public good and addressed social, environmental or public health/safety issues.
Finalists in this category were awe inspiring, including:
This year, a new "Insightful Voice" category celebrated advertising that authentically connected with a distinct consumer audience. Winners were radio spots that successfully portrayed the values, culture and lifestyle of the audience they were targeting:
In previous decades, categories including integrated marketing, radio innovation, non-broadcast and sonic design have been introduced to recognize radio's changing landscape, the importance of sound and its innovative use, to reward radio's role in a multimedia environment while always celebrating the art and the craft of brand storytelling across platforms. A few examples from now and then remain timelessly relevant:
Twelve years ago, the Radio Mercury Awards introduced a special award for Radio Marketer of the Year. This award celebrates and salutes the marketers who make radio a key component in their advertising campaigns and have activated programs that leverage radio's core equities to garner results. This honor has been awarded to McDonald's, BMW's Mini Cooper, Chase, Allstate, Target, GEICO, Subway, Coca Cola, T-Mobile, Comcast/Xfinity and Progressive Insurance.
Creating an immersive radio advertising experience has always been about storytelling, stories that draw the listener in, stories that invite participation, stories that embrace conflict, stories that reflect culture and stories that are focused. The intersection of art and science have led to best practices to help shape the execution of a great idea and a compelling story that include:
The power of radio creative referenced in this article [www.radiomercuryawards.com] may be used to inspire future creativity.
Brands that take advantage of today's audio renaissance by immersing audiences with the content they crave on the platforms they are consuming are the ones that will be celebrated for the next "30 Years In Your Ears."
Tammy Greenberg is the SVP of business development at the Radio Advertising Bureau. You can email her at tgreenberg@rab.com.
The views and opinions expressed in Marketing Maestros are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.