Collection of Creative Radio Cases
About
This collection of cases is a celebration of the great work radio and audio can do, and the powerful contribution they make to the broader creative ecosystem. For brands, this serves as both inspiration and a call to action – to collaborate with radio and audio broadcasters to harness the full potential of audio to create impactful, tailored, and contextually relevant advertising solutions.
RadioADMaker is a platform created by the German radio station Radio Gong. This platform enables anyone to create, produce, and book an audio spot within 3 minutes. It is a response to the perception clients often have that radio campaigns are difficult to create and buy.
This report explores how AI is impacting radio, audio companies, and advertising sales houses. It focuses on practical examples of AI’s application and its potential to reshape the future of the industry.
Leko partnered with The Sales House to launch a creative campaign on HGTV, using ident commercials, sponsored promos, and billboards to reveal the brand’s new look and reinforce its leadership in antimicrobial interior paints. Targeting home renovators and DIY enthusiasts, the campaign highlighted Leko’s Bulgarian origins and its suitability for every home during the peak summer renovation season.
This business case focuses on Stopklatka’s (Poland’s Poland’s biggest free-to-air movie and series TV channel) innovative campaign, which used a creative news-style concept to present its spring movie highlights and boost engagement. By integrating 360° marketing strategies, including social media buzz, immersive TV spots, and collaborations with high-profile events, the campaign strengthened Stopklatka’s brand presence and enhanced viewer loyalty.
TV3 Lithuania collaborated with IKEA to produce the successful TV show Home Idea with IKEA, leveraging the growing DIY trend in home renovations. Over eight seasons, the campaign attracted significant viewership and participation, showcasing personal stories and home transformations while delivering double exposure for IKEA through the show and its heavily promoted casting process.
The case focuses on an innovative campaign by TV3 and LIDL, where viewers were invited to showcase their grilling skills by filling out a form on the news portal tv3.lt. After the selection process, participants were invited as guests on the TV show, where they could challenge Lithuanian celebrities and demonstrate their best grilling skills and recipes.
The case highlights RTÉ’s and PHD’s bespoke campaign elevates baileys’ sponsorship through immersive tv takeovers, digital branded content, and nationwide engagement.
At the LOS40 Music Awards 2024, Uber’s sponsorship went beyond branding, turning into a powerful show of solidarity after Spain’s devastating floods. The event became a celebration of music’s unifying strength, raising awareness and funds for those in need.
In spring 2024, Belgian radio station Qmusic partnered with DIY retailer GAMMA to launch the “Day of Delayed Labour,” a fun competition celebrating GAMMA’s 45th anniversary by inviting listeners to tackle their long-delayed DIY projects.
Chanel, the iconic French luxury brand, launched its first-ever radio advertising campaign with Radio France Publicité.
Launched in 2023, “The Misheard Version” campaign featured the iconic 1987 hit “Never Gonna Give You Up” by Rick Astley. Audio and radio played a pivotal role in amplifying the campaign’s reach and impact.
This was the first time that the Swiss chocolate spread has advertised on radio in Germany. In line with the spread’s Swiss origins, the radio ad featured the appropriate dialect to promote the “Swiss chocolate spread without palm oil.” To make full use of radio as a medium and resonate with listeners, the ad also incorporated crunch sounds and a satisfied “Mmmm.”
In 2023, media conglomerate, Bauer Media, global investor, producer and distributor of premium entertainment content, The Story Lab and DIY shop, Wickes, continued their long-standing partnership, now in its twelfth year. The main campaign aimed to drive awareness and brand consideration whilst increasing conversion by communicating offers and driving action. This supported the overarching ongoing mission: for Wickes to be the partner of choice for Home Improvers and Trade.
In a world where morning routines are often rushed and unhealthy, Boni, Colruyt Group (Belgian family-owned retail corporation)’s own brand believes that a good breakfast is the key to a healthy start to the day. With a mission to inspire people to a healthy morning routine, between the 25 of September and the 22nd of October of last year, Boni joined forces with Integreate – the creative hub of DPG Media – to create an unforgettable breakfast adventure.