Archive | February, 2011

Breaking the radio promotion boundary

16 Feb

Hats (and pants) off to BRMB, Orion’s flagship radio station for Birmingham, who’ve gone one step further than their famous promotion last held in 2006 when they ran a competition to choose two strangers prepared to get married to each other.

This time the love-matching BRMB team have returned to the basic idea of strangers getting married – only this time it will be a naked wedding. Youch, I wouldn’t want to see the photos of the dancing.

Bit in this age of ever-decreasing localness and radio stations that trophy celebrity over on-air creativity, I take my hat, pants, socks, vest and cravat off to BRMB. Good radio breaks boundaries and great radio creates memories that last for a lifetime.

So well done BRMB, I hope they’re naked wedding promotion is a massive success. And quite frankly, its something I’d rather listen to than watch!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk

Sonic Returns

8 Feb

Over the past 6 months I’ve found myself being asked with ever greater frequency ‘can my brand have a sonic identity’?

Maybe its because so many brands are getting in touch with their ‘audio side’, like Boots (here come the girls), Danone (mmm Danone), SEAT (auto emocion), Go Compare (the Opera singer), Money Supermarket (the jingle stab), Yeo Valley (Yo Valley track), Direct Line (musical stab made of beeping and phone tones), T-mobile (piano cords), Intel (musical mnemonic), British Airways (classical aria)…..oh, I could go on.

But the point is, an ever increasing number of brands are embracing their ‘audio side’ and asking me to show them what their Sonic Identity could sound like for their Radio Advertising, their TV Advertising and their web presence.

There are some golden rules to follow in order to get it right but the results are mind blowing. For a brand, finding your Sonic Identity is a bit like finding a long lost sister you never knew you had.

Simples (oh yeh, that’s another one)….

I’ve just written a Guide to Sonic IDs so if you’d like a copy let me know.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk