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.