RADIO & AUDIO
Entries will need to demonstrate ideas that are wired for sound. Works that communicate a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams. This media encompasses any piece of audio-centric content that drives brand awareness and recall without relying on visuals. Entries should demonstrate an understanding of the different ways listeners listen, ensuring the content is suitable for the specific audio platform on which it will be heard.
Can be radio spots, podcasts, streaming and downloadable audio content.
The category can include the use of audio in the various media channels.
Evaluation criteria: idea, execution and impact.
Mandatory files: sound video 180 seconds max.
Optional files: case film/demo film (or `making of`) 120 seconds max, URL (content or presentation webpage which explains your work).
All consumer durables and non-durable goods, including food and beverages, hygiene products, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
Travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, hotels, resorts, city & country promotion, theme parks, sporting events, music festivals, exhibitions & shows, restaurants, fast food, nightclubs, bars, golf & country clubs, museums, art galleries, cinemas & theatres, culture, education.
Music, film, television, publications and media, books, news, digital platforms and other media.
All commercial public services, legal, financial, consultancies and professional services, B2B (products and services that are targeted by businesses to other businesses), other business services, internal and corporate communications, includes self-promo communications of advertising agencies.
Communications regarding politics, government, or public policy. Includes municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc. Includes political and patriotic campaigns, state campaigns and programs.
Corporate Image radio/audio ads of campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.
Branded audio content that triggers action from the listener. Includes proximity-based listening, user-specific content, physical world interaction, etc.
Sonic branding that appears across various customer touchpoints to tell a brand's story. Includes sonic logos, sounds or jingles created specifically for brands.
Paid-for, sponsored or brand funded content/programming on all audio platforms including radio stations, streaming platforms, podcasts, programme sponsorship, etc. A digital audio program made available for streaming or download. The podcast can be created for a brand, company or service as a marketing vehicle or self-promotion.
The contextually relevant creation and placement of sponsored messaging within appropriate programming.
Works with integration of different audio driven elements or channels that complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes.
Innovative use of the radio or audio medium to communicate a brand's message. Work that enhances and reinvigorates the consumers' experience by allowing them to engage with and respond to the radio or audio content.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
Rapid response radio/audio advertising that reacts to current news and events, using the popularity of a news story to generate maximum coverage for the brand. Includes newsjacking, real-time and situation specific adverts. Done with in-the-moment, original, thinking, fast reaction, and an investment in craft.