Marketing Campaign Analysis: Radio Ads

I have selected five unique radio advertisements recognized by the Advertising Education Foundation (AEF) as exceptional marketing campaigns. Each ad exemplifies the desired qualities of successful marketing efforts. Analyzing individual features can help craft your own brilliant ad.

1.- Pizarra 

By Continental Airlines (2008)

https://aef.com/ad-campaigns/pizarra/

Pizarra is an extremely catchy advertisement by the now-defunct Continental Airlines. However, despite Continental Airlines no longer being in business, the essence of a successful ad campaign is truly captured. It is a Spanish language radio ad that features a classroom setting in which a student is struggling to come up with the answer to a problem when asked to step up to the pizarra (Spanish for chalkboard). The student struggling in the classroom gets some help from “el español,” a Spaniard classmate. The advertisement plays with the dual meaning of the word “español” (the Spanish the language and Spaniard). The ad ends by making a case that just like “el español” (the Spaniard) was helpful to the student struggling in class, “el español” (the Spanish language) version of their website will be helpful when booking an airfare reservation online.

The objective of Pizarra was to inform a Spanish speaking audience that Continental Airlines was launching a Spanish language version of their website. The ad frames it as a newly added feature to their reservation site. It also asks listeners to go to their website, enabling Continental Airlines to measure the website traffic before and after publishing the Pizarra ad.

The target market seems to be Spanish speaking travelers. Since Continental Airlines was a U.S. based airline, it would appear that this effort was part of a market expansion campaign. The new version of their website would allow Continental Airlines to reach customers whose primary language is Spanish domestically and internationally. Since the ad’s target market is Spanish speaking travelers, it is likely that customers would come from other countries where Continental Airlines would have little to none name recognition. The ad helped Continental Airlines introduce an additional option to Spanish speaking customers – likely Latin American passengers traveling to the United States.

Continental Airlines crafted a value proposition strategy by identifying and targeting a share of customers outside its ordinary reach. Those travelers whose primary language is Spanish would be able to make a reservation in their own language. Since airfare pricing is a discussion beyond the scope of this analysis, it is important to note that availability and options play a significant role in the air travel industry.

2. – Welcome Aboard

By JetBlue (2009)

https://aef.com/ad-campaigns/welcome-aboard/

JetBlue’s ad Welcome Aboard is a solemn, yet humorous advertisement. The narrator makes an appeal explicitly to corporate business travelers. It pokes fun at the extravagant perks of flying private jets and the challenges of corporate life. In order to draw a closer connection to its audience, the ad references occurrences relevant to corporate travelers such as shareholders, personal assistants, bailouts, and Presidential addresses. The ad closes with offering JetBlue as a viable option to flying private jets and highlights some of its features such as inflight entertainment, leather seats, numerous destinations, and more. The recording offers three (3) ad variations of the same overarching message; all 3 variations use the same tone, highlights, and similar references keeping with the corporate appeal theme.

The objective of Welcome Aboard was to introduce JetBlue as an option for corporate business travelers. The ad leverages JetBlue’s network of destination and other comfortable features. Another objective of Welcome Aboard is to portray JetBlue at a similar standing to that of well-established legacy air carriers (The four legacy air carriers account for 80% of the market share – American, United, Delta, and Southwest).  Objective attainability can be measured by monitoring increased traffic to its website since JetBlue.com is explicitly mentioned in the ad. Other relevant metrics include monitoring changes in corporate account payments, customer service surveys identifying corporate travel and an increase in premium seat sales.

Welcome Aboard encourages business travelers to have their personal assistants book their next business trip by going to JetBlue.com. The advertisement’s request to “have your assistant go to JetBlue.com” has two deliberate implications. First, it suggests that the corporate traveler has very little to do – just tell their assistant to book the flights using JetBlue. Secondly, it plays with the power dynamics of having executives tell their assistants to use a specific method or process, in this case, an airline. The ad assures listeners that JetBlue will perform at the same standards of flying private jets.

The value proposition offered by JetBlue is a unique experience as exclusive as private flights. The ad also highlights its convenience to business travelers by listing their major business hub destinations such as Chicago, Boston, and D.C. Since business travelers value convenience and consistency, the ad points to competitive pricing and travel features to elevate its status meeting business traveler’s needs.

3.- I’m Going to Die

By The Humane Society (2014)

https://aef.com/ad-campaigns/im-going-die/

I’m Going to Die is an emotionally charged ad by the Humane Society. The narrator speaks from a first-person standpoint describing the thoughts of a shelter pet as he/she waits to either be adopted or put down. The ad wraps up by explicitly encouraging the listener to adopt a pet and to visit their website: HumaneSociety.org. The ad utilizes charged words or phrases such as I’m going to die, my friends, millions of animals, killed, etc. to emotionally appeal to its listeners.

The ad’s objective is twofold: first, it encourages listeners to adopt a pet from the Humane Society in general and secondly, it asks listeners to go directly to their website to find out more information. The objectives are both attainable and measurable as the Humane Society can track changes in their adoption rates as well as increased website traffic. While the ad is not time sensitive, it is framed with a sense of urgency for the listener to act promptly.

In terms of target market, I’m Going to Die attempts to reach an audience of potential pet adopters. It recognizes its target market as having a keen interest in animal wellbeing and plays to their emotions. Relying on these factors, the ad urges listeners to take action by advocating for adoption in general and directing to the Humane Society’s own website for additional information.

Factors that are relevant to the ad’s value proposition go directly to the target market’s higher sense of fulfillment in regards to animal rights and quality of life. By taking action, the audience can make a difference in a vulnerable animal’s life. The ad does not have a monetary or cash value reference because its appeal is emotionally sensitive, not price sensitive.

4.- Keep Stories Going

By This American Life (2016)

https://aef.com/ad-campaigns/keep-stories-going/

Keep Stories Going is a fascinating advertisement that uses one of its own productions to encourage listener donations. This American Life is a weekly radio program funded by public donations to publish entertaining stories. The ad starts with a narrative of a suspense story that is cut off in a key moment to encourage listeners to “keep stories going” by donating to This American Life. The ad ends without a conclusion to the suspense story.

The ad’s objective is very explicit since it urges listeners to contribute a donation to This American Life. In an effort to illustrate its objective and the impact of donations, the ad literally cuts the story off to make a pitch for donations. The measurability and objective attainment of this ad are achieved by monitoring for an increase in donations after launching the Keep Stories Going ad.

The target market for Keep Stories Going is loyal and avid listeners of This American Life. The fact that the ad does not mention a website or how to donate points to a target market that is extremely familiar with This American Life and who understand their product very well (story productions). Their listeners know how to find them and how to make a donation. The target market needs little guidance and therefore the ad focuses on encouragement rather than explanation. For these same reasons, it is likely their target market is repeating donors as well.

Keep Stories Going directly asks listeners to take action by donating to This American Life. The value proposition frame listeners as a pivotal part of “keeping the stories going” by creating a sense that without their donation the story cannot be completed. This approach takes into consideration loyal listeners’ desire to hear an end to the story and the overall continuity of the program.

5.- Netflix Holiday Radio

By Netflix (2014)

https://aef.com/ad-campaigns/netflix-holiday-radio/

Netflix Holiday Radio is a cheerful and humoristic advertisement promoting Netflix’s free trials during the holidays season. The ad starts by alternating self-describing soundbites of two very different family members. After several alternations, both family members find something in common – a movie genre. The characters then describe how they will spend Christmas with each other watching the same movies. The ad ends with a narrator encouraging listeners to go to their website to start a free Netflix trial.

The overall objective of Netflix Holiday Radio is for listeners to sign up for a free Netflix trial. The ad’s explicit reference to Christmas makes it time specific to the months or weeks leading up to the holidays. Its objectives are attainable and measurable since Netflix is able to monitor the number of new free membership trials triggered after launching the ad.

Netflix Holiday Radio’s target market is brand new users. The ad promotes its free membership trial as a way to introduce their movie streaming services to new customers. It also asks listeners to go directly to Netflix.com to find out more and start the tail.

In terms of value proposition, the ad highlights non-monetary value by how Netflix will bring everyone together during the holidays. Also, the ad offers more tangible value by offering a FREE product trial. Customers are more likely to take action when offering a free experience or product, in this case, the opportunity to try Netflix’s services.