Throwing plutonium into a river, making yourself miserable, or making your neighbor sicker. These are some of the threats that the fictitious products Avutarda slippers, Siestabón mattress and Becerro y Acebes health insurance resort to to convince consumers of their advantages in the new campaign of the Spanish Association of Commercial Radio Broadcasting (AERC).
Commercial radio once again highlights its advertising effectiveness as a medium in a new campaign together with the creative agency Pingüino Torreblanca. Under the concept “Extreme Advertising”, the association deepens its efforts to convince brands and advertisers that radio continues to be a valuable space to advertise and create brand content.
The campaign maintains the casual and fun tone of its predecessors, and conveys a simple but powerful idea: that brands do not need to resort to blackmail or strange techniques to achieve consumer recall, just advertising on the radio is enough.
The message materializes in three different spots, starring fictitious products and whose communications end up extorting the listener with the intention of urging them to purchase their products and not those of the competition. Thus, the Siestabón mattress threatens to contaminate the ecosystem; and the Avutarda sneakers humiliate those who do not wear them. For its part, the Becerro y Acebes insurance company is pleased with the poor health of those who are not its insured.
AERC bases its campaign on data that defends the value and effectiveness of radio as an advertising medium. According to him, radio is the medium in which advertising is perceived as less annoying, closer and more credible, in which it generates more trust and in which the least advertising evasion is recorded. Only 16.4% of listeners change stations during an advertising block.
It is also a medium with a significant audience. According to the Second EGM of this year, radio has reached a penetration of 54.2%, since 23.4 million Spaniards connect with the medium every day. Specifically, 13 million people listen to general radio and 13.3 million listen to thematic radio.
The campaign, which has been broadcast on all commercial stations since last Monday, July 20, continues a communication strategy that has been recognized over recent years. Among other things, Pingüino Torreblanca’s work has received two Ondas Awards, a Silver Sun and two bronzes in the National Creativity Awards.
Last year AERC launched “Radio makes everything unforgettable”, which highlighted the capacity of the radio medium to generate advertising memories. It combined humor with a didactic approach to highlight radio as an efficient advertising medium.
