CAMPAIGN MEDIA AWARDS 1998: The Capital Advertising Award - Best Use of Radio - Nike, Running Radio

Nike, running radio

Nike, running radio



Despite the medium’s relevance to a youth audience, sportswear brands

rarely use radio. So when Nike print ads were presented with inspiring

copy, which reflected a runner’s thoughts, the media agency suggested a

radio ad. Radio also addressed the need for regional support in line

with distribution. The media plan focused on the 6-7am time band (before

the target audience runs to work) and end of week evening

drive-time.



Two separate ads, only one of which named the product, were placed close

to each other and broadcast in breaks after music to capitalise on being

speech-based.



Blockbuster UK, radio



Blockbuster successfully switched focus from television to radio to gain

market share. Research also guided the media strategy towards early

evening slots - when people were planning their evening.



WINNER



Title: Nike, running radio



Media Agency: Manning Gottlieb Media



Media Director: Colin Gottlieb



Account Director: Hilary Taylor



Creative Agency: Weiden & Kennedy



Creative Director: Jon Matthews



Account Director: Edward Donald



Account Planner: Anne Charbenneau



Client: Nike UK



Brand/Product: Running



Marketing Director: Dermott Cleary



Advertising Director: Clare Dobbie



COMMENDATION



Title: Blockbuster UK, radio



Media Agency: Media Solutions Group



Planning Director: Graham Hawkey-Smith



Account Director/Media Planner: Steve Huddleston



Creative Agency: TBWA GGT Simons Palmer



Creative Director: Jim Thornton



Account Director: Graham Christie



Account Planner: Neil Amor



Client: Blockbuster UK



Brand/Product: New releases, promotions



Marketing Director: Siobhan Chatburn



Media/Brand Manager: Alison Collins.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).